Lettered cover hook

The pattern

This still is filed under Lettered cover hook.

Define

The cover is the hook, and the hook is lettering: a title treated as an image.

Mechanism

Type as bait. The words are drawn so they stop the hand before the contents are known.

Verdict

A journal, book, or issue must sell itself on a rack or a feed

Why it works

The theme is placed where its readers already are: an issue about cinema and the young sold inside a film magazine. The title is drawn in heavy lettering as the main image, a side box calls it 'no ordinary issue', and the contents open on a question every parent of the time was asking, whether cinema is dangerous for young men and women, followed by a panel on youth, sex and Egyptian film with the names of each speaker.

The big idea

An issue built on a question families were asking, whether cinema harms young men and women, is sold in heavy lettering inside the film magazine its readers already buy.

The offer

The January issue of al-Hilal, Cinema and Youth, with vendors: articles on cinema's effect on the young, Egyptian youth cinema and the new wave, plus a panel on youth, sex and Egyptian film.

The proof

Every article carries a named writer, among them Abdel Rahman Sidqi and Mostafa Darwish, the panel lists its speakers, and 70 world film figures are profiled.

Lines from the ad

السينما والشباب

Cinema and youth

عدد غير عادى

No ordinary issue

هل هناك خطر عام من تأثير السينما على الشبان والشابات؟

Is there a general danger in cinema's influence on young men and women?

Steal this when

Use it when you have a themed report or event built on a public debate, and can place it in front of the audience that already cares about that debate.

The emotion

Written to Anxiety. It does neither clearly.

It opens on the worry parents shared, whether cinema endangers young men and women, then lists named writers and a panel with its speakers but gives none of their answers.