In a successful advertisement, one's eye should go directly to whatever is being advertised. The colors of an advertisement should be bright and attract attention, but they shouldn't be overwhelming. The main focus of the advertisement should be on the product being advertised, not on other things like someone holding the product or the landscape/action going on behind the product. An advertisement should make someone agree with the statement the advertisement is making. A good photo evokes feelings/thought, and a good advertisement should do the same. If an ad is selling a product, it should make someone want, even feel like they need, that product. If an ad is trying to prevent or discourage something, it should give examples of what it aims to prevent that make people feel sad or angry.

This is an example of a bad advertisement. The colors are overwhelming and there are so many different brands and labels that you almost can't tell when one box of cereal ends and the other ends. It doesn't make you want to look at it, the focus is all over the place, and it doesn't really make you think about waning to buy the product.

This is an example of a good advertisement because it attracts your attention by being unusual.  The ad is somewhat perplexing as the coke bottle appears to be hanging from the ceiling, and as you look at it more, the coke looks like it is floating inside the bottle. The words at the bottom, "real light," advertise that the coke in the picture is light (weight) and suggest that it is light in calories.