The ad is for a personal product for women. It needs to gain the trust of the reader in order to be successful. Here, the most overwhelming power in the ad are the eyes. The friendly expression on the face is very important too. ... Another convincing technique was used here as well. ... Remember, we've always taught that the readers eyes go for the photo first, then the caption? ... This designer exploited that axiom by placing a visual comparison right below the caption. It compares this product against others with an actual photo of water seeping through. ... So here's a 3-punch ad that makes a knock-out success. . . 1) eyes grab, build trust and curiosity... 2) reader grabs the caption to understand 3) visual comparison convinces. Next step is the product for on-the-shelf recognition and bingo! Success.