Browse through print or online publications to gather several possibilities — ads that make clear appeals to viewers. Look for ads that catch your eye and promise rich detail for analysis.

As you consider how an ad tries to attract a viewer’s attention, try several approaches. For example, think about the purpose of the ad and the audience likely to view it where it is published or circulated. Consider the same appeals you might identify in written or spoken texts: its logical appeal to the mind, its emotional appeal to the heart, and its ethical appeal, perhaps to trust the product or sponsor. Look also for the specific visual components analyzed in this chapter — elements that guide a viewer’s attention, develop the ad’s persuasive potential, and convey its meaning.