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

The headline speaks to the woman reader directly, you will be received, madam, as the ladies of the past were received, and the engraving above shows exactly that: a gallant sweeping off his hat as a lady in a full gown passes. The copy then transfers the old French salon manners to the cabin, charm, gaiety and elegance, you are an honoured guest, so the airline sells a way of being treated, not a seat.

The big idea

Air France promises the woman reader a welcome on board like the one ladies received in the old French salons, selling the flight as courtesy, not transport.

The offer

Fly Air France. Head office and air station at Midan Soliman Pasha, Cairo, branch at the Shepheard's Hotel building, and 3 Fouad Street, Alexandria, with telephone numbers.

Lines from the ad

ستستقبلين يا سيدتي كما كانت تستقبل سيدات الأمس

You will be received, madam, as the ladies of the past were received

ان السحر، والمرح، والأناقة تسود على طائرات ايرفرانس

Charm, gaiety and elegance reign on Air France planes

أنت ضيفة كريمة

You are an honoured guest

Steal this when

Use it when you sell service quality to a customer who cares about how she is treated more than about speed or price.

The emotion

Written to Nostalgia. It makes the Say move.

The engraving of a gallant doffing his hat to a lady carries the old French salon welcome into the cabin, and the copy states today's promise: charm, gaiety, elegance, an honoured guest.