- Advertisers are constantly searching for new ways to grab the interest and appetites of consumers. Often they use words to provoke interest. But just as often, they use eye-fooling, mind-bending images to pull the viewer up short and force them to look again. Images that can do that are magical, and one of the indispensable tricks of the advertising trade.Uwe Stoklossa knows the secrets behind the second glance.He shares this knowledge here, both in the countless examples of ads he has collected from around the world, and also in the accessible, intriguing essays he writes on perception, optical tricks and illusion.This book will heighten your awareness and arm you with a myriad of new techniques for visual seduction, acting as a springboard for a whole host of startling new concepts. It’s a must-read and an indispensable source of ideas for anyone involved in advertising or the business of communication.