That's how print advertising works:

Tom Sites says:

Guest Posting: Is Media Performance Democracy’s Critical Issue? | Center for Citizen Media: Blog:
Postman corrects McLuhan by saying that the medium is the metaphor – a metaphor for the way we think.Written narrative that people can read, Postman goes on, is a metaphor for thinking logically. And he says that image media bypass reason and go straight to the emotions. The image media are a metaphor for not thinking logically. Images disable thinking, so unless people read and use their reason democracy is disabled as well.

Well thought advertising brings into conflict picture and copy, that's where the fun/thinking/learning starts. (Bernbach's Lemon).