In Photoshop, use the magic wand & select the wordings. Then increase brightness & contrast or saturation or whatever. Then inverse the selection minus the subject & paint the rest black. (Just one of the way to do it.)
I think to achieve the effect that you want, you can use the method explained by lordsbm above. Now it is a matter on how neat can u select your object, you can use various way like magic wound (as mentioned), or maybe filter extract. Find which one you think its better.
I Also have a photo with that effect, not very neat though coz only try for fun to know how will it looks like