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 Dec 01
TA  - Journal of Advertising Research
PG  - 397--413
VI  - 61
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/61/4/397.short
4100  - http://www.journalofadvertisingresearch.com/content/61/4/397.full
SO  - J Advert Res2021 Dec 01; 61
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.