Exhibit in the column

The pattern

This still is filed under Exhibit in the column.

Define

An image is dropped into the column of type so the reader meets picture and argument in one scan.

Mechanism

In-flow exhibit. The figure is not a separate see fig. 2. It starts the paragraph. Eye and mind start together.

Verdict

Long copy must show as well as tell: a product cutaway, a before/after, a map in the story.

Why it works

Under the winged car, the copy explains free wheeling with small drawings set inside the text: a boy coasting on a bicycle with his feet off the pedals, and a driver's foot resting. The reader already knows how a bicycle coasts, so the new car feature is understood through something familiar before the technical paragraph arrives. The columns then list what that coasting saves, and the heavy HUPMOBILE wordmark closes the block.

The big idea

Free wheeling is explained through a boy coasting on a bicycle: the new Hupmobile runs on while the engine rests, saving fuel, oil and wear.

The offer

The new Hupmobile with free wheeling, at noticeably reduced prices this year. Take the wheel and try it yourself. Agents: Awlad A. G. Dabbas and Co., National Commercial Car Company, 4 Sharia Suleiman Pasha.

The proof

Worked numbers in the copy: at 50 miles an hour the engine turns as if at only 8, and gears move between second and top without touching the clutch.

Lines from the ad

سيارة هبموبيل الجديدة ذات العجلات الحرة

The new Hupmobile with free wheeling

العجلات الحرة توفر زيتا وبنزينا

Free wheeling saves oil and petrol

امسك الدركسيون لسيارة هبموبيل الجديدة ذي العجلات الحرة

Take the wheel of the new free-wheeling Hupmobile

Steal this when

Use it when a new feature needs explaining and an everyday thing the reader already uses works the same way.

The emotion

Written to Confusion. It makes the Say move.

A boy coasting with feet off the pedals and a driver's resting foot explain free wheeling before the technical text, then a figure: at 50 miles an hour the engine turns as if at 8.