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<br />Discussion <br /> <br />What factors make drivers likely to look at an <br />electronic sign for more than two seconds at a <br />time) and therefore put themselves and others <br />at risk? <br /> <br />- 1hey are extremely bright and are designed <br />to be visible in bright sunlight and at night. <br />1he eye is drawn to them far more strongly <br />than to traditional illuminated billboards. They <br />are designed to be eye-catching) and theyare. <br /> <br />=- They can be seen from great distances) even <br />as far away as six-tenths of a mile) making <br />them distracting even before they begin to <br />communicate their messages. <br /> <br />_ The images rotate every 6-10 seconds and <br />drivers will naturally look at the sign long <br />enough to see what comes up next. There may <br />be as many as 10 messages in the rotation. <br /> <br />=- 1he Florida Department of Transportation's <br />official position is that it takes a minimum <br />of six seconds to comprehend the message on <br />an electronic billboard) v;r}1ich is already three <br />times the safe period for driver distraction. <br /> <br />_ Because the messages change daily or even <br />hourly, even commuters who pass by the <br />signs every day will look to see what's new. <br />Traditional signs become visual background <br />noise for local drivers) and thus have less safety <br />impact; but electronic signs never blend into <br />the background. <br /> <br />Younger drivers may be more easily distracted <br />by electronic media) and older drivers may <br />require longer viewing times to comprehend <br />often confusing) elaborate, and colorful images. <br /> <br /> <br />25~~ Off Sale GoIng on Now <br />~!!:. 793-3030 <br />