Research Paper on:
An Outline Addressing Whether or Not Billboard Advertising Distracts Drivers

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to the road and environmental conditions leading to concentration lapses and an increase in traffic related accidents. In studying this there is the potential to further decrease road traffic accident  with practical measures that will be both socially and economically beneficial. The time frame for the project is nine months and the budget  is projected at ?53,000, of which ?25,00 will cover the wages of the specialists and the remainder on equipment hire laboratory time and general research costs. In 2001, 3,  176 were killed in accidents on UK roads, compared with 3,108 in 2000, however, total accidents were decreasing down to 229,014, from 233,729 (Department of Transport, 2002). This is a  significant decrease, especially when road usage and car ownership is increasing. This indicates the moves that have been taken are having some impact. Most measure to prevent accidents have involved  looking at the car and the driver, such as seat belt laws, car design and road traffic laws and signage. The hypothesis here is that the causes of accidents may  be wider than these limited factors and therefore, the identification of another factor and an understanding of if, and how, it may distract road users may further decrease the accident  rates on roads. In understanding the interaction the environmental influence may be better managed to reduce the negative impact on road users and help create a safer environment as  well as aid in the government targets set for reducing road accidents by 2010. This will also aid in reducing the social and economic cost of road accidents at national  and personal levels. The preliminary work will consist of an extensive literature review. Numerous studies have taken place to identify factors that impact on road user behaviour, examining the