TY - JOUR T1 - Effects of Animation and Rotoscoping In Direct-to-Consumer Rx TV Advertising JF - Journal of Advertising Research JO - J Advert Res SP - 397 LP - 413 DO - 10.2501/JAR-2021-016 VL - 61 IS - 4 AU - Amie C. O’Donoghue AU - Kevin R. Betts AU - Sarah Parvanta AU - Mihaela Johnson AU - Bridget Kelly AU - Nicole Mack Y1 - 2021/12/01 UR - http://www.journalofadvertisingresearch.com/content/61/4/397.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 -