The aim of this paper is to suggest that the quality of advertising, in terms of cost effectiveness and increased impact can be greatly improved by the discovery of basic principles of creative communication. In order to examine this suggestion P.M.R. Ltd. decided on an objective approach towards advertising psychology. This involved the use of an advanced system of eye movement photography to provide the measurements and operational definition of the terms employed in using the data. The paper outlines the background both to operational definition and its value in science and to eye movement photograph.