Blatchi Haim rugs and furnishings ad, al-Kashkul 1926
American University in Cairo, Rare Books and Special Collections Library. al-Kashkul. RBSCL believes this item is in the public domain.
The pattern
This still is filed under Specimen as proof.
Define
A specimen (type, material, finish) is shown so the product proves itself under comparison.
Mechanism
Controlled display. Same conditions, side by side, no adjective required. The sample is the sentence.
Verdict
Buyers choose by eye or by hand and we can put the real thing in front of them.
Why it works
Rolled rugs with their patterns showing sit in the middle of the ad, so the reader sees the goods before the list. The copy sends him to one department, furnishings, and names what he will find there: rugs of every kind, table covers and linoleum in handsome designs. Very modest prices close the case, and the store's two branches are printed at the top for an easy visit.
The big idea
A visit to Blatchi Haim's furnishings department brings a huge choice of rugs, table covers and linoleum, shown as unrolled patterned rugs at very modest prices.
The offer
Rugs of every kind, table covers and floor linoleum in handsome designs at very modest prices, in the furnishings department of Blatchi Haim and Co., at Mousky and Heliopolis.
Lines from the ad
بزيارتكم لقسم المفروشات تجدون تشكيله هائلهVisit our furnishings department and you will find a huge selection
من الابسطه من جميع اصنافهاOf rugs of every kind
باسعار متهاودة للغايةAt very modest prices
Steal this when
Use it when a big store wants to push one department and can show its patterned goods rather than describe them.
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