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. 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.

Automated summary

In direct-to-consumer television advertising, animated advertisements result in more negative attitudes than live-action or rotoscoped advertisements, but have no effects on perceptions of drug risk or benefit, comprehension, or behavioral intentions. Further research should investigate whether animated advertisements are better recalled over time or have any lagged effects on perceptions.