Cachou Lajaunie - poster
The pattern
This still is filed under Demonstration ad.
Define
The product does the arguing. The viewer sees the thing work, not a slogan about the thing working.
Mechanism
Proof by performance. The claim is the action: a visible, testable result the reader can replay.
Verdict
We can show a result in seconds
Why it works
The product is physically tiny, so the poster never tries to show it big; it shows the gesture instead, a pinched tin raised to the face, which is exactly how it is used. The cigarette in the other hand supplies the problem without a line of copy, and the two hands together state problem and solution in one pose. The lettering is drawn at a diagonal so it belongs to the same drawing as the dress and supplies the scale the product itself cannot. Everything else is stripped: one colour ground, no scenery, no claim, so the only two things a passer-by can take away are a name and a use.
Steal this when
Copy this when the product is too small or too plain to carry a poster on its own looks and the real selling is in the moment of use. Put the problem in one hand and the product in the other, and let hand-lettering do the size work.