Within the framework of the layout, the art director's job is to visualize, illuminate and dramatize the selling proposition. And the art director must take into consideration the fact that the type of job a reader has dictates the selection of the illustrative material. Design engineers work with drawings. Construction engineers like to see products at work. Chemical engineers are comfort able with flow charts.
Managers relate to pictures of people.
And so on. An ad will be paid attention to only if readers are given reason to expect that if they continue on, they will learn something of value. The reward that the ad offers can be explicit or implicit, and can even be stated negatively, in the form of a warning of a possible loss. The promise should be specific. Sometimes, a description of the product's design or operating characteristics will be enough to support the claim.