학술논문
Superimposed Text Size and Contrast Effects in DTC TV Advertising: Which Presentation Format Is Best For Rx Drug Messaging to Consumers?
Document Type
Article
Author
Source
Subject
*Direct-to-consumer prescription drug advertising
*Television advertising
*Consumer research
Drug advertising
Fonts & typefaces
*
*
Language
ISSN
0021-8499
Abstract
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. [ABSTRACT FROM AUTHOR]