RT Journal Article
SR Electronic
T1 Effects of Animation and Rotoscoping In Direct-to-Consumer Rx TV Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2021-016
DO 10.2501/JAR-2021-016
A1 AMIE C. O’DONOGHUE
A1 KEVIN R. BETTS
A1 SARAH PARVANTA
A1 MIHAELA JOHNSON
A1 BRIDGET KELLY
A1 NICOLE MACK
YR 2021
UL http://www.journalofadvertisingresearch.com/content/early/2021/10/27/JAR-2021-016.abstract
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.