Demonstration ad

The pattern

This still is filed under Demonstration ad.

Define

The product does the arguing. The viewer sees the thing work, not a slogan about the thing working.

Mechanism

Proof by performance. The claim is the action: a visible, testable result the reader can replay.

Verdict

We can show a result in seconds

Why it works

The headline names one pain, the back, and the drawing answers it on the body: a man and a woman seen from behind, each with the plaster placed exactly where the ache sits. The copy then widens the list to chest, side, cold, lumbago, rheumatism and stiff joints, and closes on the name set large in Latin letters with the Arabic name repeated below so the buyer can ask for it.

The big idea

Put the plaster where it hurts: drawings of a man and a woman from behind show exactly where Allcock's goes, and the copy lists every ache it treats.

The offer

Allcock's plaster for pain in the back, chest, side and limbs, coughs, colds, lumbago, rheumatism and stiff joints. Made by Allcock Manufacturing Co., Birkenhead, England.

The proof

Drawings of the plaster in place on two backs, the maker's seal, and the claim that it is the greatest external remedy in the whole world.

Lines from the ad

لأوجاع الظهر

For back pain

اعظم دواء يستعمل من الظاهر فى العالم اجمع

The greatest remedy used externally in the whole world

اسرع واضمن واعظم دواء مفيد ناجع وهو: لزقة الكوك

The fastest, surest and greatest effective remedy: Allcock's plaster

Steal this when

Use it when the product is applied to the body and a simple drawing of where it goes removes the buyer's doubt about how to use it.

The emotion

Written to Relief. It makes the Avoid mistake.

For back pain it offers only superlatives, the fastest, surest and greatest remedy in the whole world, with drawings of where the plaster goes but no user's words or shown result.