Drivers on highways in the Rio GrandeValley and other parts of Texas surely have seen informational signs that take a light approach when issuing serious warnings. Recent messages have included: “Lay off the witches’ brew: Drive sober”; “Gobble Gobble, go easy on the throttle”; and “Slow down — You’re already in Texas.”
Such messages might not be Burma Shave quality, but they try to have some fun while getting the message out. Texas isn’t the only state that takes a lighthearted approach to highway messages. And there’s nothing wrong with that.
Unless you’re one of the fuddy-duddies at the Federal Highway Administration, which last week ordered the state of New Jersey to stop using humor in its messages.
The marquees primarily are intended to issue important messages such as Amber alerts, information on accidents and other traffic hazards up ahead and identifying evacuation routes. In the absence of such emergencies, highway officials use the signs to remind drivers to stay safe, obey speed limits and stay off their cellphones.
In its directive, the FHA said such messages must be direct and clear and referred to its Manual on Uniform Traffic Devices. Witticisms, the order stated, rely on hidden meanings or cultural knowledge that some drivers might not understand. Humor, the agency also claims, doesn’t command respect from those who read the messages, and are too similar to commercial advertising.
Yes they are, and there’s a reason advertisers use humor in their products: it works. Clever and witty text is more likely to grab the attention of the audience — in this case drivers — and is more likely to be remembered.
Isn’t that what we want — people to notice and remember reminders that they shouldn’t drive drunk or while texting, and avoid speeding or littering?
New Jersey transportation officials said the witticisms were well received and that many people had responded to their invitation to offer their own suggested messages. Meanwhile, several New Jersey members of Congress sent a letter to the FHA demanding an explanation for its seemingly heavy-handed order.
Texas Department of Transportation officials said they hadn’t gotten the same order and didn’t think their messages were sufficiently unclear to require any changes. It’s probably just a matter of time, however, until the agency declares that federal fiats have nationwide application and that all states must comply with the order.
Certainly, some people might not understand some signs, but that’s probably true even when they are as clear and direct as possible. Chances are they’re caused more by the drivers’ ignorance of the underlying law or policy, rather than the humor or lack of it in the message. Most drivers, however, surely are more likely to remember — and perhaps heed — a clever witticism rather than something that was lifted out of a dry, impersonal federal guidebook.
We trust the attention and reaction to the FHA’s directive will convince officials that their edict is unnecessary and unwelcome, and drop their ban on harmless messages that might inspire a chuckle, might inspire a grown, but also might inspire greater compliance with the messages’ intent.
