2. What Does It All Mean?
Before the internet and large modes of advertising were around, it simply meant…
Attention - The consumer becomes aware of a category, product or brand (usually through advertising)
↓Interest - The consumer becomes interested by learning about brand benefits & how the brand fits with lifestyle
↓Desire - The consumer develops a favorable disposition towards the brand
↓Action - The consumer forms a purchase intention, shops around, engages in trial or makes a purchase

3. How to apply this to a print or video ad
Attention - What grabs the viewers attention in the 1st 5 seconds?
Interest - What keeps the viewer interested in reading the entire ad or seeing the entire video?
Desire – What emotion or desire do you want the viewer to feel?
Action – What action do you want them to take?

4. Check out this site for more info
da-model-marketing/

5. Why? Use this to describe your ads
Use CRAP (contrast, repetition, alignment, proximity) to describe websites
You can also use terms like focal point, Z pattern (F pattern for websites) , balance, color, line, shape, negative space, etc.