Recently, there has been a steady increase in the study of stylistic properties of visual images. Stylistic properties refer to a variety of factors that impact the manner in which visual material is displayed, such as camera angles, the cropping of images in ads, the orientation (e.g., vertical, diagonal) of objects displayed in a scene, as well as various other production elements (Peracchio and Meyers- Levy 2005). This stream of research has demonstrated that the persuasion power of an ad definitely goes beyond the copy itself. Researchers have suggested that visual images often convey semantically meaningful concepts that impact consumer judgments via their stylistic properties (Messaris 1997). The visual aspects of the ad play a critical role in eliciting consumer attitude toward the ad and the advertised brand. To explain, viewers often attribute greater potency and efficacy to objects that are depicted using a particular stylistic device. For example, a low camera angle seemingly causes the viewer to “look up at” the object depicted in a visual image. This attribution of greater power and performance to such objects may be due to viewers’ experiences with those they literally “look up to.” For example, young children must look up to view an adult. Despite the amount of research that has been conducted in this area, little research has examined the effect of self-concept in determining the interpretation of these stylistic properties. For instance, would an upward-looking camera angle always depict positive connotations to all consumers? How would self-concept activated at the time of ad exposure affect the meaning of these stylistic properties conveyed to the consumers? In this paper, we examine whether activated ideal-self and ought-self could moderate the effect of one specific stylistic property – camera angle. In this paper, we find that when a downward- looking, high camera angle is utilized, consumers reported more favorable brand evaluations if their ideal-self is temporarily accessible. Conversely, when an upward-looking, low camera angle is utilized, consumers reported more favorable brand evaluations if their ought-self is temporarily accessible. These results suggested that for consumers whose ought-self is activated, they tend to pick up the subtle visual cues associated with status more than those consumers whose ideal-self is activated. Accordingly, the traditional wisdom that an upward-looking angle is more favorably processed by people should be more pronounced for these consumers. For consumers whose ideal-self is activated, a downward-looking angle may enhance persuasion.