–Focus: When breaking your ad down by its primary and secondary focuses you are separating what images in the ad are at the foreground and which ones are situated in the background.
–Size: Are the images in your ad proportional, or disproportionate?
–Lighting: How is the lighting of your advertisement working? Is it coming from one source in the picture, evenly distributed, or focused toward one agent/object?
–Color: Colors carry a lot of connotation in our culture—observe the color palette of your ad closely down to its shade. How is color working to highlight certain objects?
–By Agent: Who are the people in your ad? What is their demeanor or attitude? What signals lead you to this reading?
-By Horizon line: Where is the horizon line in relation to your agents and how does it effect the perspective of your ad?