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

Amie C. O’Donoghue, Kevin R. Betts, Sarah Parvanta, Mihaela Johnson, Bridget Kelly, and Nicole Mack

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,...
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