RT Journal Article
SR Electronic
T1 Superimposed Text Size and Contrast Effects in DTC TV Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 178
OP 191
DO 10.2501/JAR-2020-021
VO 61
IS 2
A1 Ryan S. Paquin
A1 Amie C. O’donoghue
A1 Bridget J. Kelly
A1 Kevin R. Betts
A1 Mihaela Johnson
A1 Christine N. Davis
A1 Alyssa Jordan
A1 Peyton Williams
YR 2021
UL http://www.journalofadvertisingresearch.com/content/61/2/178.abstract
AB Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product. This randomized experiment examined three size levels of supers and two levels of background contrast in direct-to-consumer advertisements. Participants (N = 1,272) watched different versions of a television advertisement for a fictitious asthma drug on either a flat-screen television or a tablet computer. Larger supers were more noticeable and memorable than smaller supers. High-contrast supers were less noticeable. Tablet users had more favorable views of the advertisement. Results have implications for the communication of important medical information in direct-to-consumer advertisements.