Cicurel department store ad, al-Musawwar 1932
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 Campaign line as series.
Define
One line that can be replayed across executions so the campaign is a family, not a one-off.
Mechanism
Repeatable frame. Each ad is a verse. The line is the chorus. Recognition compounds because the structure is stable.
Verdict
We will run more than one execution and need them to add up in memory.
Why it works
The page carries only three things: the store's name in huge hand lettering, the words great opportunity, and a start date. No product or price is named, so the two women in wide summer hats and a spotted scarf have to do the selling, showing the reader the kind of woman who shops there this season. The same line and date appear on the store's trunk ad earlier in this issue, so the reader meets one event twice from two angles.
The big idea
Cicurel names no product or price: its name, the words great opportunity and a start date are enough, while two women in summer hats show who the event is for.
The offer
A great opportunity at Cicurel, starting Monday 27 June and the days that follow.
Lines from the ad
شيكوريلCicurel
فرصة عظيمهA great opportunity
ابتداء من يوم الاثنين ٢٧ يونيه والأيام التاليةStarting Monday 27 June and the days that follow
Steal this when
Use it when a store with a strong name wants to announce an event date and let a single fashion image imply everything on sale.
If this library is useful, leave an email
We send new patterns, ads, and notes when we add them. Name and phone are optional.
You are on the list
We will write when we add more library material.