Bata shoes 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
Three shoes are drawn large and stacked, each with its price range in piastres printed right beside it, so the reader shops the page like a shop window: pick the style, see the price. The heavy Bata wordmark sits across the middle as the guarantee, and the line new arrivals and cheap prices tells him why to go this week. The foot of the ad names the Tiring branches in Cairo and Mansoura and the Alexandria address.
The big idea
New Bata arrivals at cheap prices, shown as three shoes with each price range printed beside it, so the reader picks a style and sees the cost at once.
The offer
New Bata shoes in three styles at 69 to 79, 29 to 59 and 29 to 49 piastres, at 26 Sherif Pasha Street in Alexandria and at Tiring stores in Cairo and Mansoura.
Lines from the ad
واردات جديدةNew arrivals
واثمان رخيصةAnd cheap prices
احذية باتياBata shoes
Steal this when
Use it when you retail a few clear models at different prices and the buyer decides by looking at the item and the number together.
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