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

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.
O'Donoghue et al

MANAGEMENT SLANT

  • The study found no effects of animation or rotoscoping on perceptions of drug risk or benefit, comprehension, or behavioral intentions.
  • Animated advertisements resulted in more negative attitudes toward the character, advertisement, and product.
  • Effects on attitudes appear to occur through several mediators, including identification with the character, positive and negative affect toward the character, and perceptions of character eeriness.
  • The study should be replicated with a longitudinal design to determine whether negative attitudes influence drug information recall over time.

INTRODUCTION

Advertising professionals use many techniques to increase consumer interest in their advertisements, including traditionally animated...

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