Superimposed text size and contrast effects in DTC TV advertising: Bigger is better, high contrast not so much

Ryan S. Paquin, Amie C. O’Donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, and Peyton Williams

Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product.
Paquin et al

MANAGEMENT SLANT

  • Formatting features of supers in direct-to-consumer prescription-drug advertising—such as variations in size and contrast—have implications for communicating important drug information.
  • Although exposure to low-contrast...
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