The target is not a specific demographic group but people who share a psychographic characteristic. These people want to shop the most convenient way possible, and Amazon offers that for book buyers. In this case the salient message may make a user click on the banner and end up at Amazon's online store. This banner also demonstrates animation. Animation allows the advertiser to place more information within the size constraints of an ad banner by showing several same-size frames.
Animation also seems to gain attention to the banner from the rest of the page.
Animation, however, can also work against the advertiser, either by stretching the download time before a user sees the banner, or by distracting the user, which may have a negative effect on brand attitude. Color Years of copy testing and psychological research have suggested that people have developed certain ideas which are associated with particular colors. In this banner, green is a signal to continue, or click on the banner. Color selection may prove related to an ad banner's effectiveness. The user will be compelled to participate in some action which creates a relationship between him or her and the advertiser or marketer.