Article The aim of this research is discover the effect that some type of images have on the extent of attention of university students to online graphic messages that expose the social-ecological crisis. In order to achieve this end, the participants will be exposed to graphic advertisements of environmental responsibility and their attention will be measured through web analytics programs. The methodology used is natural-type quasi-experiment, in which several environmental advertising messages are presented to the participants and the subjects are instructed to observe the ad and decide when they want to stop viewing it. The data obtained were analyzed statistically with the Student's T test and ANOVA. Among the results highlights the extent of attention to the types of messages with shock aesthetics, in addition to the announcements that involve the recipient, identifying themselves with the message and its characters. In terms of the effectiveness of the graphic messages that address the social-ecological crisis, the images that capture the attention are those that contain elements that impact and involve the receivers.