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

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


  • 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 supers in this study improved awareness and claim recognition, extraneous layout and design features might have confounded the contrast manipulation.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands