I hope my suggestions are given full consideration, as I believe that they will assist them in achieving this important objective.
Figure 3: Because you are studying commercials (which unfold over time), I don’t think the single screenshots really add much value to the paper. However, if you included a storyboard (set of screenshots) for each ad, that would help the reader (for examples, see: Mulvey and Medina 2003; Scott 1994).