In newspaper articles, you will always find captions printed under the illustrations. These captions get high readership because they add to the interest of the illustrations and help to explain their meaning. In magazines such as Time and Playboy, you will also find scores of illustrations with captions under them. These captions, attract and sell to readers. The point is that people are in the habit of reading the brief messages that are printed under pictures. This habit dates back to the reading of school textbooks, which have always had captions under the illustrations. The advertiser should take advantage of this habit. Don't run pictures without putting captions under them. Put a brief selling message or a human-interest message under every illustration you use.