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Effects of Animation and Rotoscoping In Direct-to-Consumer Rx TV Advertising

How Animation vs. Rotoscoping vs. Live Action Drive Perceptions and Attitudes toward Drugs

Amie C. O’Donoghue, Kevin R. Betts, Sarah Parvanta, Mihaela Johnson, Bridget Kelly, Nicole Mack
DOI: 10.2501/JAR-2021-016 Published 1 December 2021
Amie C. O’Donoghue
U.S. Food and Drug Administration,
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  • For correspondence: amie.odonoghue@fda.hhs.gov
Kevin R. Betts
U.S. Food and Drug Administration,
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  • For correspondence: kevin.betts@fda.hhs.gov
Sarah Parvanta
ALS Association,
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  • For correspondence: sparvanta@alsa-national.org
Mihaela Johnson
RTI International,
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  • For correspondence: mjohnson@rti.org
Bridget Kelly
RTI International,
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  • For correspondence: bkelly@rti.org
Nicole Mack
RTI International,
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Abstract

This study experimentally tested the effects of animation versus rotoscoping versus live action in direct-to-consumer television advertising on outcomes, including risk and benefit perceptions and attitudes toward the drug. The authors used an online panel to recruit participants with chronic dry eye (n = 504) and psoriasis (n = 490). The study found no effects of animation or rotoscoping on perceptions of drug risk or benefit, comprehension, or behavioral intentions. Animated advertisements, however, resulted in more negative attitudes than live-action or rotoscoped advertisements. Future research should explore whether animated advertisements are recalled better over time or have any lagged effects on perceptions.

  • Received April 11, 2019.
  • Received (in revised form) April 3, 2020.
  • Accepted October 29, 2020.
  • Copyright © 2021 ARF. All rights reserved.
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Vol 61 Issue 4

Journal of Advertising Research: 61 (4)
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Effects of Animation and Rotoscoping In Direct-to-Consumer Rx TV Advertising
Amie C. O’Donoghue, Kevin R. Betts, Sarah Parvanta, Mihaela Johnson, Bridget Kelly, Nicole Mack
Journal of Advertising Research Dec 2021, 61 (4) 397-413; DOI: 10.2501/JAR-2021-016

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Effects of Animation and Rotoscoping In Direct-to-Consumer Rx TV Advertising
Amie C. O’Donoghue, Kevin R. Betts, Sarah Parvanta, Mihaela Johnson, Bridget Kelly, Nicole Mack
Journal of Advertising Research Dec 2021, 61 (4) 397-413; DOI: 10.2501/JAR-2021-016
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