In order for advertisements to succesfully portray a product, they must be directed to the appropriate intended audience. Magazines, in general, are usually geared towards a specific audience with distinct interests. Therefore, the `ads' need to be carefully designed to attract the attentions of the magazine reader. This very concept is well displayed in the two selected, yet very different, magazine ads from the software magnate Microsoft Corporation. The first ad is taken from Computer Games Strategy Plus - a gaming magazine, as one mig ....