TY - JOUR T1 - Effects of Animation and Rotoscoping In Direct-to-Consumer Rx TV Advertising JF - Journal of Advertising Research JO - J Advert Res DO - 10.2501/JAR-2021-016 SP - JAR-2021-016 AU - AMIE C. O’DONOGHUE AU - KEVIN R. BETTS AU - SARAH PARVANTA AU - MIHAELA JOHNSON AU - BRIDGET KELLY AU - NICOLE MACK Y1 - 2021/10/29 UR - http://www.journalofadvertisingresearch.com/content/early/2021/10/27/JAR-2021-016.abstract N2 - 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. ER -