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, Nicole Mack
| 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 |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2021-016 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012813776