We expect people and things to be found in certain settings. When the setting is far outside that normal range, it doesn't make sense, like a cow in a tree, so we stop to investigate. A hallmark of this type of picture is that it contains familiar objects in unfamiliar places or relationships, like a cat riding on a dog's back. Imagine a small kitten alone in the middle of a busy street or on the ledge of a tall building, and you've created a picture which viewers will instantaneously recognize as dangerous. That emotion, danger, focuses their attention on the ad.
All readers have desires.
If you show an object of desire, or a person in a desirable situation, readers with those desires will stop. For example, many women desire a well-decorated home. If Paradiso Decor in the Airpark shows an elegant living room furnished with their sofas and accessories, they've stimulated that desire and offered to satisfy it. It's often effective to pair your product with other desirable products for the reader, such as a lovely woman wearing a designer gown, standing on the staircase of an elegant home, and wearing your diamond jewelry. Keep in mind that desirable pictures must be well photographed.