This dissertation aims to investigate how the advertising industry works to capture our attention and what that looks like in the modern landscape. The goal with the dissertation is in analysis of the above, attempting to formulate an algorithm that can be used to capture attention in the advertising industry. This will be done by analysing two deemed successful advertising campaigns and two deemed unsuccessful advertising campaigns. Context of attention span and the advertising industry will be investigated to provide an understanding of the two concepts and act as a comparison to the modern landscape. Theories for capturing attention will be investigated and analysed to serve as supporting theories for the four case studies selected for this dissertation. The theories will cover the traditional pillars of advertising, typography and art direction. In order to dive deeper into the business part of the advertising industry, retention theory covering exposure, engagement and conversion will be introduced to support the analysis of the four case studies. 

The research supporting the dissertation consists of secondary sources. These consist of relevant gatherings from books, journals, articles, movies, tv series and videos. Seeing as the topics covered are very much relevant to today's landscape it seemed appropriate to reach out to modern formats to help the research. To give a relevant as well as historic view on the advertising mechanics and structure this dissertation will be supported by books on the historical context of advertisement. Theories of attention is supported by the works of Tassi who has a PhD in the field and written many journal entries on the subject as well as Tristan Harris one of the creators behind ‘The Social Dilemma’ that has carried out extensive research on the subject. A more psychological approach from the source  Retention theory is supported by Seth Godin who is a pioneer in the field of marketing and advertising with his groundbreaking theories. Visual theory is supported by multiple sources with focus on the teachings of graphic design guru Paula Scher. Typography theory will be backed up by the book ‘Why Fonts Matter’ written by Sarah Hyndman, an experienced designer and typography enthusiast. Absorbing and analysing theories from these two experienced professionals will not only serve as basis for my analysis, but provide an understanding of the foundations of advertising.