01 What it is
Most product ads present the answer. Some invite the audience to change it: judge a ranking, score themselves on a checklist, notice that they are the person being looked for.
That moves the viewer from passive to active, and an active viewer stays engaged longer. A checklist turns reading into a quick internal scan. A callout makes the viewer feel approached instead of broadly advertised to.
A list of signs can also make the ad feel like a diagnosis, not a pitch. The customer is being assessed, not sold to.
02 How to spot it
A prompt to judge, score, answer or recognise yourself: a tier list, a checklist, a WANTED poster.