Runter vom Gas!
This thesis deals with the German speeding campaign called, "Runter vom Gas", which was accomplished by the German federal agency of traffic, construction and city development and the German road safety council in 2008 and lasted until the summer of 2011. The part of theories contains a detailed description of social marketing, which wants to develop a change in behaviour of the target group. When and why is it used? How high are the chances of success? Theories of communication sciences are
... cribed, such as the stimulus-response model and the persuasive communication which contains the cognitive dissonance, the psychological reactance, the theories of involvement and the Elaboration Likelihood Model. They all play a big role, when wanting to change someone's attitude. Then picture communication is being characterised, because in the empiric part only posters of the campaign are in consideration. "Runter vom Gas" works exclusively with posters, which appeal to fear, therefore fear appeals are shown and questioned, whereas different strategies of coping with fear are described. The end of the theoretic part is about traffic safety campaigns in general, and the "Runter vom Gas" campaign in particular. The empiric part consists of the results of an online questionnaire method with 240 participants. Although it exposes, that the campaign and also the individual posters are pretty good memorised and valued positively concerning information content and emotionality, the campaign is said to have a minor effect on traffic safety, no matter if for the participant himself or for other drivers. That means, people think they and others would not drive slower after seeing the posters. However, there are correlations between the drivability and the judging of positive or negative effects. Nevertheless neither the grade of involvement or the socio-demographic data nor the different ways of coping with fear are a matter of how the people think the campaign is effective. A comparison with two foreign speeding posters, without f [...]