What the Phi?
This plastic surgeon fellow named Marquardt used the golden ratio (1:1.618) to show all the ratios in the face that make someone look beautiful. Apparently this same ratio exists in just about everything that looks visually appealing. Does it exist in good ads? Can we check these ratios against the most visually perfect ads?
By the way, I'm not ever going to say that advertising can be simplified to a science, because it's the slight imperfections that make something really beautiful (like Cindy Crawford's Mole) and that's the art that comes down to good creative.