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...