Advertisers, especially designers of billboards, understand what draws first attention of the viewer and what is seen at second glance. In this particular ad the degree of emphasis is as follows: the primary focal point would be the image of the dinosaur because people are more inclined to view images before reading text. The secondary focal point would be the large text to the right of the image due to its size and direct relation to the image just seen. Lastly, the tertiary focal point would be the website at the bottom of the billboard where small text is used to differentiate the ad from the fine print information further explaining the ad's message.
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