The murky illustration turns her back on the reader and is generally uninviting rather than gaining any appreciation for tastefulness and modesty. The headline has only a weak implied benefit and must rely on the copy to complete its message, both of which are hard to read. Those who did read the ad, however, found it as persuasive as Ad B. But overall, its executional limitations held its recall performance to only 65% of the product norm, making it about half as effective as Ad B in attracting readers.