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.

中文翻译：

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DTC电视广告中的叠加文字大小和对比度效果

摘要直接面向消费者的处方药电视广告通常包含叠加文字（超级文字），以传达有关广告产品的信息。这项随机实验检查了直接面向消费者的广告中超级尺寸的三个大小级别和背景对比度的两个级别。参与者（N = 1,272）在平板电视或平板电脑上观看了不同版本的虚拟哮喘药物的电视广告。较大的Supers比较小的Supers更引人注目和令人难忘。高对比度的超级镜头不那么明显。平板电脑用户对广告有更有利的看法。结果对直接面向消费者的广告中重要医学信息的传播有影响。