Effects of Animation and Rotoscoping In Direct-to-Consumer Rx TV Advertising
实验比较了动画、转描与实拍在处方药电视广告中的效果，发现动画广告导致更负面态度，但对风险感知、理解或行为意向无显著影响。
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 (<i>n</i> = 504) and psoriasis (<i>n</i> = 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.