1. First I made very simple banner.
2. Duplicate a layer .3. Create a NEW LAYER or ( shift + ctrl + n) for short cut.
4. Type your desired in your banner. (color does n`t matter).
5. Merge the layer with the text (ctrl + e) for short cut.
6. Now do this step by step:
Select -> All
Select -> Modify -> Border (With: 4)
Select -> Similar
Select -> Inverse
If you have done this correctly only your text will be selected.
8. Now select the banner copy
9. Edit -> Clear (or just press Delete)
10. Now the layer with the text may be deleted so you remain with the banner background and the banner copy (with the cut out text)
11. Deselect everything (Ctlr + O)

12. Create a new layer (Shift + Ctlr + N)
13. Make a gradient (Ctrl + G) in this layer. In my case I choose for a reflected Gradient and in a white colour
Settings:

Result:

14. Place the layer with the gradient under the banner copy
15. Jump to Imageready (Ctlr+ Shift + M)
16. If the gradient is already showing your text you need to place it so that the text in NOT visible. I did this to the compleet left side of my banner.
17. Duplicate the frame

18. In this duplicate you have to move the gradient from the left to the complete right side of the banner. (again make sure that the text is completly invisible)
19. Now tween

I used settings:
Tween with: Previous frame
Frames to add: 25
Layers: All layers
Parameters: all are marked
20. With the last frame I have added a delay of 2.0 seconds
21. File -> Save Optimised As... (Ctlr + Shift + Alt + S)
Result:
http://img111.imageshack.us/img111/961/gradienteffect.gif

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