al-Hasna al-Mutiba film ad, al-Kawakib 1956
American University in Cairo, Rare Books and Special Collections Library. al-Kawakib. RBSCL believes this item is in the public domain.
The pattern
This still is filed under Image carries the claim.
Define
One image does the entire argument. Copy, if any, is a caption, not a second ad.
Mechanism
Pictorial claim. The picture is readable as a sentence. If we need a paragraph, we picked the wrong picture.
Verdict
The idea is visual and the surface is a poster, a feed, or a silent frame.
Why it works
One cut-out showgirl in a sequined costume stands the full height of the column, and a tiny chorus line kicks at her feet, so the reader sees a big Hollywood musical before reading a word. The copy is almost only facts: today, at Diana Palace, three star names, VistaVision and colour. In a narrow column the figure does the selling and the words only say where and when.
The big idea
One laughing showgirl in sequins, with a chorus line kicking at her feet, tells the reader this is a big colour musical before any word is read.
The offer
The film al-Hasna al-Mutiba, from today at Cinema Diana Palace, in VistaVision and colour.
The proof
Three named stars: Rosalind Russell, Fernando Lamas and Gloria DeHaven.
Lines from the ad
الحسناء المتعبهThe Tiring Beauty
اليوم بسينما ديانا بالاسToday at Cinema Diana Palace
بالڤيستا ڤيزيون والألوانIn VistaVision and colour
Steal this when
Advertising in a narrow vertical slot where one full-length figure can carry the genre and the glamour on its own.
The emotion
Written to Excitement. It makes the Say move.
A towering sequined showgirl with a kicking chorus line promises a big colour musical, then the copy closes with when and where: today, Cinema Diana Palace, in VistaVision and colour.
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