LOL - I was a bit skeptical about AIDA, but it's a good way to get students to analyse advertisements. It's even got its own English wikipedia entry, but then one of the books referenced was published in German which kind of isn't a good sign of its wolrdwide acceptance...

Thanks for your input - I always have problems with 'wake' and 'awaken' and the difference in usage of the two words. I find that 'catching someone's attention' often makes for awkward sentences.