@article {O{\textquoteright}DONOGHUEJAR-2021-016, author = {AMIE C. O{\textquoteright}DONOGHUE and KEVIN R. BETTS and SARAH PARVANTA and MIHAELA JOHNSON and BRIDGET KELLY and NICOLE MACK}, title = {Effects of Animation and Rotoscoping In Direct-to-Consumer Rx TV Advertising}, elocation-id = {JAR-2021-016}, year = {2021}, doi = {10.2501/JAR-2021-016}, publisher = {Journal of Advertising Research}, 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.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/early/2021/10/27/JAR-2021-016}, eprint = {https://www.journalofadvertisingresearch.com/content/early/2021/10/27/JAR-2021-016.full.pdf}, journal = {Journal of Advertising Research} }