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,...