Headline · visual lockup

The pattern

This still is filed under Headline · visual lockup.

Define

Headline and picture are one sentence. Remove either half and the claim disappears.

Mechanism

Lockup. The line names what the image will not. The image shows what the line cannot. They are not redundant.

Verdict

We have a picture that completes a short line: wit, contrast, or a second meaning.

Why it works

A photographed strip of a pair of eyes looks straight out of the sports page at the reader, and the headline under it simply says remember your eyes. The copy then sets a rule the reader can check against himself, an eye test at least once a year, and removes the cost of obeying it with a free examination by a certified specialist. The shop name in heavy type and the street address close the loop from worry to visit.

The big idea

A strip of staring eyes and the order remember your eyes turn a postponed check-up into a yearly duty, and the optician removes the excuse by advising for free.

The offer

Have your eyes checked by a specialist at least once a year. A. Dusonchet, a certified eye expert, will advise you free of charge at 2 Fouad I Street.

The proof

The expert is said to hold important certificates, and the I.S.M.C. (Hon) qualification is printed under his name.

Lines from the ad

تذكروا عيونكم

Remember your eyes

مرة في السنة

Once a year

مستعد لنصحكم بغير مقابل

Ready to advise you free of charge

Steal this when

Use it when you sell a check-up people keep postponing and you can offer the first step free while naming a simple routine they should follow.

The emotion

Written to Guilt. It makes the Say move.

Remember your eyes is a light nudge about a check-up put off, and the ad names the repair, a test once a year, and removes its cost with free advice from a certified expert.