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

A pair of crossed legs in sheer stockings runs the full height of the ad, so the reader judges the sheen and fit with her own eyes before reading a claim. The banner says the queens of elegance prefer them, the two model names with numbers read like a range to choose from, and the small line calling them the pride of Egyptian industry gives a local product the confidence to sit beside imported ones.

The big idea

The queens of elegance prefer El-Shourbagy's DuPont nylon stockings, an Egyptian make shown sheer on the leg so it can stand beside any import.

The offer

DuPont nylon stockings from the El-Shourbagy factories, in two models: Semiramis 22 and Folly Rose 66.

The proof

A full-length picture of the stockings worn, the DuPont nylon name, and the claim that they are the pride of Egyptian industry.

Lines from the ad

ملكات الأناقة يفضلن

The queens of elegance prefer

جوارب نايلون ديبون

DuPont nylon stockings

تزيدك أناقة وجمالاً

They add to your elegance and beauty

Steal this when

Use it when your product is judged by how it looks on the body and you need a local make to feel as good as an import.

The emotion

Written to Desire. It does neither clearly.

Crossed legs in sheer stockings run the full height of the page so the sheen and fit sell themselves, and two model names follow, but the ad names no price and no shop.