from here. to... huh??

example: private college advertisement, "vancouver career college"
source: the vancouver courier; wednesday, october 6, 2010, pg EW36

analysis:
when i first spotted this ad, i was slightly confused. arrows are typically used to help direct the reader's eye through visuals in a procedural diagram or a pictorials that explain a "this..., then that..." series of statements. in this case, arrows are used to draw attention and thus, compare articles of clothing that the pictured lady is wearing.

my eye is first drawn to the school's logo in a really large rectangle at the very top of the ad. then, my eye goes down to the black, bold header - the first, part, anyway. after scanning "from here," my eye wants to follow the dotted line that leads to an arrow pointing to a lady's ripped up jeans. then, my focus has to jump back up to read the remainder of the header: "to career". only to be lead back down to her black suit jacket.

perhaps for another person, they will read the entire header before checking out what the arrows are pointing to, but if anyone else read that ad in the order that i did, it certianly wasn't the shortest path to understanding this ad. however, i do like how "here" can mean both torn jeans and the advertised school campus.