Academic Journal
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.
| Title: | 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. |
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| Authors: | O'DONOGHUE, AMIE C.1 amie.odonoghue@fda.hhs.gov, BETTS, KEVIN R.1 kevin.betts@fda.hhs.gov, PARVANTA, SARAH2 sparvanta@alsa-national.org, JOHNSON, MIHAELA3 mjohnson@rti.org, KELLY, BRIDGET3 bkelly@rti.org, MACK, NICOLE3 nmack@rti.org |
| Source: | Journal of Advertising Research. Dec2021, Vol. 61 Issue 4, p397-413. 17p. |
| Abstract: | 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. [ABSTRACT FROM AUTHOR] |
| Subject Terms: | *Direct-to-consumer prescription drug advertising, *Television advertising, *Consumer attitudes, Animation (Cinematography), Rotoscopes & rotoscoping |
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| ISSN: | 00218499 |
| DOI: | 10.2501/JAR-2021-016 |
| Database: | Business Source Complete |
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