Price-anchoring offer

The pattern

This still is filed under Price-anchoring offer.

Define

A higher reference number is shown first so the real price reads as a concession, not as a starting bid.

Mechanism

People judge a price against the first number they see. The anchor must be a real comparison or it collapses.

Verdict

We have a credible reference the buyer will accept

Why it works

The ad opens with the claim of leadership and the top of the range, eight-cylinder luxury models, then walks down the list to the Plymouth, named as the lowest-priced Chrysler. By the time the reader reaches the cheapest car, it carries the prestige of the eights above it. One drawing of a long saloon and the agent's showrooms in Cairo and Alexandria make the whole ladder feel within reach.

The big idea

Chrysler is always in front: the ad starts at the eight-cylinder luxury models and walks down the range to the Plymouth, the lowest-priced Chrysler.

The offer

The Chrysler range: Chrysler Eight and Imperial Eight, six-cylinder models 77, 70, 66 and Six, and the Plymouth. Showroom at 28 Qasr al-Nil Street, Cairo; agent at 33 Fuad I Street, Alexandria.

The proof

The copy says Chrysler's record is too famous to describe and that its six-cylinder predecessor caused a revolution in the car world when it came out.

Lines from the ad

كرايسلر دائما فى المقدمة

Chrysler, always in front

طرازان فاخران - كل منهما بثمانية سلندرات

Two luxury models, each with eight cylinders

بليموث اقل سيارات كرايسلر ثمنا

Plymouth, the lowest-priced Chrysler

Steal this when

Use it when you sell a range and want the entry model to borrow the status of the flagship shown first.