Effects of animation and rotoscoping in direct-to-consumer rx tv advertising how animation vs. rotoscoping vs. live action drive perceptions and attitudes toward drugs
O'Donoghue, A. C., Betts, K. R., Parvanta, S., Johnson, M., Kelly, B., & Mack, N. (2021). Effects of animation and rotoscoping in direct-to-consumer rx tv advertising how animation vs. rotoscoping vs. live action drive perceptions and attitudes toward drugs. Journal of Advertising Research, 61(4), 397-413. https://doi.org/10.2501/JAR-2021-016
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.