Lost in Translation? A Humorous International Driver Sleepiness Advertisement Viewed by Australian Young Drivers


Young drivers have more control over the media they consume than previous generations. Humour is one strategy which may increase the likelihood of a video being watched and remembered. Advertisements available on internet sites have a global audience. Ten young, Australian drivers were asked to view and discuss an international, humorous, animated driver sleepiness advertisement that had more than 1 million YouTube views. Participants reported humour and animation to be video features which made inappropriate light of a serious topic. This negative reception was minimized if viewers were able to interpret actions of how to manage sleepiness from the video

Australasian Road Safety Conference, 2017, Perth, Western Australia, Australia