While I like the product this ad sells, I have to agree with the critic who wrote this:

“While flipping through some magazines recently, I came across this ad for a laser sighting device. I know what the ad is about because of the photo, but certainly not because of the text. This ad ignores virtually every convention for designing readable copy.

Notice that it wants to be a direct response ad. There’s an offer for a DVD at the bottom, but the Web address and phone number are tiny and hard to read. There is no headline. The text is “justified,” meaning it’s stretched to line up with both margins. Copy is set in all caps. The background is dark. And the main text is framed as if it’s artwork. If you want to design an ad no one will read, this is how it’s done.”
Source: http://www.directcreative.com/blog/how-to-design-an-ad-no-one-will-read