The print version has to be a 'looker", meaning it has to grab your attention the first time a reader sees it. That explains the vivid colour and the intricate detail that can be found in the advert. There is no other way that the print version can appeal to the audience. The online version has multiple angles of attack, ranging from the use of flash to a variety of links avaliable to the user, and thus making making it a much more effective way of advertising.