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.
Superimposed text size and contrast effects in direct-to-consumer television advertising
Which presentation format is best for Rx drug messaging to consumers?
Paquin, R. S., O'Donoghue, A., Kelly, B. J., Betts, K. R., Johnson, M., Davis, C. N., Jordan, A., & Williams, P. N. (2021). Superimposed text size and contrast effects in direct-to-consumer television advertising: Which presentation format is best for Rx drug messaging to consumers? Journal of Advertising Research, 61(2), 178-191. [JAR-2020-021]. https://doi.org/10.2501/jar-2020-021
To contact an RTI author, request a report, or for additional information about publications by our experts, send us your request.
Rate of onset of dopamine transporter inhibitors assessed with intracranial self-stimulation and in vivo dopamine photometry in rats
Personal exposure to PM2.5 in different microenvironments and activities for retired adults in two megacities, China
Estimating global artisanal fishing fleet responses in an era of rapid climate and economic change