Nintendo went with the materialistic appearance to allow the viewer to determine their own meaning, instead of relying on words. A bright summer day was spent by a child losing himself in a video game, while a sea of fish swims under him. Lighting in the picture is focused on the child to draw in passing eyes, also onto the fish to keep the viewer's attention. Fish is used as a metaphor as the child's imagination, given the fish are only under him and not in the surrounding waters. Centered away form the main object gives the image a more artistic approach and causes to search the ad for clues as to what it means. This technique is used   Bountiful trees are spread in the background to provide a peaceful aspect to the scenery. A peaceful scenery is essential to any past gamer who could have stumbled onto the image, because this is an often expressed emotion gamers feel when playing video games. The lighting also fades from left to right and from top to bottom; again, to focus on the child and his game, this produce an emphasis to the rustic scenery and their product. Nintendo is basically, selling happiness with optical illusion, calming emotions and childhood nostalgia.

Microsoft had a very crafty way of implying that sometimes reputations are not the best judge of character. Two sentences boldly expressed their claim, using cheeky history references as a metaphor to boost your curiosity. A pilgrimage ship sails across the bright sea, sure to catch the eye of any to pass this ad and hold your attention to reflect the statement they made. A sure fire way to make the reader laugh and think, "Hey, maybe I should get the facts."