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 397
OP 413
DO 10.2501/JAR-2021-016
VO 61
IS 4
A1 O’Donoghue, Amie C.
A1 Betts, Kevin R.
A1 Parvanta, Sarah
A1 Johnson, Mihaela
A1 Kelly, Bridget
A1 Mack, Nicole
YR 2021
UL http://www.journalofadvertisingresearch.com/content/61/4/397.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.