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

Five ties are drawn huge and fanned across the page, each with a different pattern, so the reader shops the range with his eyes before reading a word. Two well-groomed men in tarbooshes, one in a bow tie and one in a long tie, show the result on a person, and the short copy names only what a buyer checks: pure silk, good colours, unusual designs and prices others cannot match.

The big idea

Let the ties sell themselves: five pure silk patterns fanned out large, worn by two smart men, at prices no rival can match.

The offer

Pure silk neckties in beautiful colours and special designs at Ahmed Halawa's shops, at prices that cannot be matched.

Lines from the ad

كرفتات من الحرير الخالص

Ties of pure silk

الوان جميلة رسومات خاصة

Beautiful colours, special designs

اثمان لا يمكن ان تزاحم

Prices that cannot be rivalled

Steal this when

Use it for any product people choose by look and pattern, where showing the spread of designs large does more than describing them.

The emotion

Written to Desire. It does neither clearly.

Five silk ties fanned out large and worn by two groomed men in tarbooshes make the patterns wanted, but no price is printed, only a claim that the prices cannot be rivalled.