Specimen as proof

The pattern

This still is filed under Specimen as proof.

Define

A specimen (type, material, finish) is shown so the product proves itself under comparison.

Mechanism

Controlled display. Same conditions, side by side, no adjective required. The sample is the sentence.

Verdict

Buyers choose by eye or by hand and we can put the real thing in front of them.

Why it works

The ad is a spec card set under a large drawing of the camera: 'made in Germany' beneath the name, then frame size 6×6, lens f7.7, shutter speeds 1/25 and 1/100 of a second and a straight viewfinder. Each spec is one short line a hobbyist can check against rival cameras, and the price, 480 piastres, is set bolder than any of them, so the reader reaches it with the case already made.

The big idea

A sturdy German folding camera sold on its numbers: a short spec list a hobbyist can check, ending on one clear price of 480 piastres.

The offer

The Baxina folding camera, made in Germany, for 480 piastres, sold at photography shops. Agents H. Nessibian and Co., 18 Fouad I Street, Cairo.

The proof

Specifications: 6×6 frame, f7.7 lens, shutter speeds 1/25 and 1/100 of a second, straight viewfinder, and German manufacture.

Lines from the ad

آلة التصوير ذات المنفاخ (أو القابلة للثنى) المتينة

The sturdy bellows (or folding) camera

صناعة المانية

Made in Germany

٤٨٠ قرشا

480 piastres

Steal this when

Use it when the buyer compares products on specifications and country of make, and a short list of numbers can justify the price.