Research done by School of Communication faculty member Dr. Russell Clayton is part of the inspiration behind an upcoming FDA study on the effectiveness of animation in how consumers perceive benefits and risks in drug ads. The FDA will specifically look at responses to the ad, brand and product for psoriasis and chronic dry eye medications.
Russell’s 2015 study, entitled “The Uncanny Value: The Effects of Rotoscope Animation on Motivational Processing of Depression Drug Messages,” focuses on how rotoscope animation affects how people processed information in commercials for antidepressants. Rotoscope animation creates animated characters by tracing live-action images frame-by-frame, and it is used in Abilify commercials.
The FDA notice regarding the upcoming experiments points out the conclusion from Clayton’s study that “animated characters may lead to lower perceived risk by minimizing or camouflaging side effects.”
The FDA is allowing the public to comment on the notice until May 2, 2016, regarding the research entitled “Animation in Direct-to-Consumer Advertising.”