The final paper refers to a type of media that is an interesting combination of photography and video. This type of media was introduced in 2011 by Jamie Beck and Kevin Burg under the name cinemagraph. Cinemagraph can be defined as a static photograph with moving subjects. In the simplest terms, it is a "living" photograph. One of the main characteristics of the cinemagraph is the endless repetition of the animation with no visible beginning or end. It is this characteristic that gives the cinemagraph an elegant and subtle impression, making it a powerful advertising tool. The first cinemagraph was created and published as a GIF file. GIF (Graphic Interchange Format) is digital file format devised in 1987 by the Internet service provider CompuServe. GIF is still used as one of the most common formats for saving and publishing cinemagraphs. For this reason, the terms animated GIF and cinemagraph are mixed up. The paper explains the characteristics of both media and makes a comparison between them. Advertisements have become an integral part of modern life and we can see them at every step. Precisely because of this fact, advertisers are constantly searching for more creative and interesting solutions. Cinemagraph, due to its natural movement, easily attracts the eyes and holds the attention of the viewer, thus enabling a good presentation of the product. Today, the cinemagraph can be seen on social networks, digital screens, websites and digital advertisements, and its use in advertising has expanded to almost all branches of the industry. This paper will present the characteristics of cinemagraph, its implementation in advertising and creating a cinemagraph in Adobe Photoshop.