PT  - JOURNAL ARTICLE
AU  - AMIE C. O’DONOGHUE
AU  - KEVIN R. BETTS
AU  - SARAH PARVANTA
AU  - MIHAELA JOHNSON
AU  - BRIDGET KELLY
AU  - NICOLE MACK
TI  - Effects of Animation and Rotoscoping In Direct-to-Consumer Rx TV Advertising
AID  - 10.2501/JAR-2021-016
DP  - 2021 Oct 29
TA  - Journal of Advertising Research
PG  - JAR-2021-016
4099  - http://www.journalofadvertisingresearch.com/content/early/2021/10/27/JAR-2021-016.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2021/10/27/JAR-2021-016.full
AB  - 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.