elements of an effective layout

The key elements addressed are balance, proportion, movement, unity, clarity/simplicity, emphasis. Cohen uses these elements as tool to analyze advertisements and their effectiveness. In looking at my advertisement, I was able to explain how the different elements applied to the ad to make it an effective ad. I feel that the most important elemetns are clarity/simplicity, balance, and proportion. In looking at different advertisements, those that stick out to me are organized and have a simple message that is easy to understand. I didn't really understand the idea of movement in relationship to advertisements. I took some economics classes in high school and learned some about how advertisements are made to be attractive so it didn't ruin it too much for me. Companies who can make successful ad's are definitely more sucessful at selling the product and being profitable.