al-Fukaha magazine relaunch ad, al-Musawwar 1929
American University in Cairo, Rare Books and Special Collections Library. al-Musawwar. RBSCL believes this item is in the public domain.
The pattern
This still is filed under Data as proof.
Define
A chart, map, or count that is the argument, not an illustration next to the argument.
Mechanism
Sighted evidence. The reader is asked to believe their eyes: a bar, a share, a spread on a map.
Verdict
The claim is comparative or quantitative and the figure can be read without a caption doing the sell.
Why it works
The page gives a sister magazine's relaunch a whole page of calm, bordered type, which itself signals that something important is coming. The claim that the magazine is growing is not left as an adjective: the one underlined line says 28 pages instead of 20, with eight printed in rotogravure. Very soon is repeated at the foot, so the reader who wants the bigger issue knows to watch for it.
The big idea
The humour magazine announces it is growing and pins the promise to one number the reader can check: 28 pages instead of 20.
The offer
Coming very soon: al-Fukaha in its new form, with 28 pages instead of 20, eight in rotogravure, and new topics, sections and drawings.
The proof
A stated before and after: 28 pages instead of 20, with eight of them printed in rotogravure.
Lines from the ad
الفكاهة تكبر وتجددal-Fukaha grows and renews itself
أما الحجم فسيصبح ٢٨ صفحة بدلا من ٢٠As for size, it will become 28 pages instead of 20
تصدر «الفكاهة» في ثوبها الجديدal-Fukaha comes out in its new dress
Steal this when
Use it when announcing an upgrade to a product people already know, and one concrete before-and-after number proves the improvement.
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