The index finger is the obvious finger of choice. Most often the finger is used to point to an image on a computer screen. The act of pointing is indicative. The image pointed to is arbitrary, but the act of pointing is not. The salience and value of the scenes derives from the act of pointing itself. Rarely is the image recognizable and even if it is, the substance of the image has nothing to do with the narrative of the commercial. When used in computer technology and software ads the sign of the pointing finger speaks to the capacity for knowing.