The Uncanny Valley: The Effects of Rotoscope Animation on Motivational Processing of Depression Drug Messages

Russell B. Clayton · Glenn Leshner

37 citations0/0 files storedJournal of Broadcasting & Electronic Media

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Media Influence and Health Marketing and Advertising Strategies Digital Media and Visual Art

Abstract

The purpose of this study was to investigate how rotoscope animation affects cognitive and emotional processing of depression drug ads. A 2 (animation) × 2 (position of tone) × 4 (message) experiment was conducted. Participants (N = 100) viewed 4, 90-s messages. STRTs (secondary task reaction times) and self-report of emotional responses were collected. Participants also completed an audio recognition task following each message. Among the key findings from this study were that participants in the animated condition showed signs of cognitive withdrawal and descent into a defensive cascade reflective of increasingly fast STRTs and poor encoding of drug side effects.

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2007G*Power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences 1994Measuring emotion: The self-assessment manikin and the semantic differential 2012The Uncanny Valley [From the Field]2000The Limited Capacity Model of Mediated Message Processing 1979On the economy of the human-processing system.1999EMOTION 2007Instructional animation versus static pictures: A meta-analysis 2006Using the Limited Capacity Model of Motivated Mediated Message Processing to Design Effective Cancer Communication Messages

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