The rotation of the earth is in an eastward manner. This means that, if viewed from the north pole, the earth rotates counterclockwise. This means that curvature of the earth blocks all objects that are in the west, while objects in the east are seen to rise as the earth rotates. Imagine this as a stick figure on a tennis ball. If the ball is rotated, the direction in which the ball rotates will be the one in which objects "rise" for the stick figure, while the direction opposite to rotation direction will be where the objects "set".