Problem-agitate-solve

The pattern

This still is filed under Problem-agitate-solve.

Define

Name the problem, make the cost of leaving it felt, then present the way out as relief.

Mechanism

Tension then release. The offer is not an interruption. It is the only door once the cost of staying is clear.

Verdict

The problem is known but not yet urgent

Why it works

The picture argues first: a tube held out like a lamp throws rays that chase off a woman wrapped in a serpent, the drawn form of the temptation behind the disease, while the young man it protects stands safe below. The copy then counts what neglect costs, suffering, long and costly treatment and weakness handed to his children, against a 15 piastre tube that lasts. The last large line is a short command, protect your health by using al-Waqi, so the name is what stays.

The big idea

The cost of neglect, suffering, long treatment and weakness passed to one's children, set against one 15 piastre tube, while the picture shows temptation being driven off.

The offer

Al-Waqi (Preservatol) ointment: 15 piastres for a large tube that lasts a long time, sold at named Cairo drug stores and their branches, or from the concession holder at Opera Square, telephone 909.

The proof

The ointment is called guaranteed in its benefit, and the concession is held by a named doctor at Opera Square in Cairo.

Lines from the ad

الانتصار على الامراض السرية

Victory over the secret diseases

الواقي (أو دهان بريزرفاتول)

Al-Waqi (or Preservatol ointment)

فاحفظ صحتك باستعمال (الواقي)

So protect your health by using al-Waqi

Steal this when

Use it when you sell prevention and need the reader to see the threat turned away before you spell out the cost of doing nothing.

The emotion

Written to Fear. It makes the Say move.

It counts neglect's price, suffering, long costly treatment and weakness handed to his children, against one 15 piastre tube that lasts, and ends on the command 'protect your health by using al-Waqi'.