Dayton Cycles
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 poster stages the buying decision instead of describing the product, and casts the reader as the man who is about to give in. Putting the temptation on the right of a two-sheet horizontal and the resistance on the left makes the sheet read left to right as a sequence, so the eye arrives at the bicycle as the outcome. The book whose every line repeats one word is the sharpest device on the sheet - it converts an internal state into something printed and countable, which is much harder to ignore than a facial expression. The figure never touches the machine except at the saddle, so the bicycle stays a product portrait rather than dissolving into the allegory, and the buyer can still see what he is being sold. The tagline does the positioning in two words: Suprême concedes that every other temptation exists and ranks this one above them all.
Steal this when
Use this when the honest truth is that the purchase is a want, not a need, and the buyer already knows it. Dramatise the moment of surrender rather than defending the purchase, and keep the product rendered in hard, factual detail inside the fantasy so the reader can still evaluate what he is buying.