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
Year of publication: |
2021
|
---|---|
Authors: | O'Donoghue, Amie C. ; Betts, Kevin R. ; Parvanta, Sarah ; Johnson, Mihaela ; Kelly, Bridget ; Mack, Nicole |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 61.2021, 4, p. 397-413
|
Subject: | Animation | Fernsehwerbung | Television advertising | Konsumentenverhalten | Consumer behaviour |
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