The way they formatted the words around the image (which is graphics vs. actual picture) and the font they used for the text is just so different from what you normally see sitting on the magazine rack.
When David Carson worked with Pepsi Cola in one of Pepsi advertisiment, he showed a long paragraph of text in the shape of a pepsi can or bottle, making a entire paragraph saying all kind of things that relate to every part of the demographic in some way. Using a black color font, capitals, and the same size of the typography you can read all the expectation people had and with red color, lower case and big fonts you can red the final message from Pepsi.
Formatting text pt. 1: blank lines, alignment, wrap-around, two columns