ABSTRACT
The ad in the yellow pages of the telephone book is eye catching. It is a full quarter page and imbued with colorful captioning. But only its size and appealing color mark its difference from the rest of the ads on the nearly 12 pages of “business to business” listings under “Security.” It is an attractive and probably effective ad in the way color, size, and placement in the upper right corner were used as advertising gimmicks to draw the eye away from the similarity of all the many other ads.
