This is an image that is worth a thousand words... literally. The advertisement communicates that a large percentage of a story is lost when it is transformed from a book into a movie. The imaging is clever as it shows a piece of a Harry Potter book cut out into the shape of a DVD and placed to the right of the original book for comparison. If the message isn't received immediately there is also a small headline at the bottom of the page that reads "a big part of the story is lost when it becomes a movie" so that way the message is confirmed and reinforced. The advertisement also attracts consumers by utilizing a popular book series.