The positive use of borrowed interest and concept imagery unite in this ad to give it a mnemonic boost and strong recall. The woman at the point of immediate focus captures the readers initial attention with her lovely evening gown, which in itself implies something different, something special, out of the ordinary. Couple this to the purple color of the gown which is both unusual and interesting, and therefore, memorable and easily associated with the product known as the purple pill. The headline - It's Prilosec Time - identifies the product and ties into the time benefit of 24-hour effectiveness. The sub-head as the most prescribed pill for heartburn adds further credibility to the explanatory copy so that persuasion is directionally above the norm. Overall, the ability to attract readers and increase buying interest is almost twice as effective as Ad B when tested among women.