I always say nice things about your Arrow Shirts", art by Coby Whitmore
The pattern
This still is filed under Headline · visual lockup.
Define
Headline and picture are one sentence. Remove either half and the claim disappears.
Mechanism
Lockup. The line names what the image will not. The image shows what the line cannot. They are not redundant.
Verdict
We have a picture that completes a short line: wit, contrast, or a second meaning.
Why it works
The picture and the headline are a two-part joke that the reader has to complete: the price tag still hanging on the new hat supplies the motive the dialogue leaves out, so the ad only works if the reader participates, and participation is what makes it memorable. Underlining the single word nice does the work of a tone of voice, telling the reader how the line is being said. The first line of body copy then turns the joke into the claim - if every woman flatters a man's Arrow shirts, the product is not the flattery, it is the reason the flattery is plausible. The specification block follows in plain factual language, so the charm sells the emotional case and the small type closes the rational one.
Steal this when
Use this when the product is bought on self-image and the honest claim - it looks good on you - is too bland to print. Stage a small domestic scene where someone else wants what the buyer has, and let one underlined word carry the tone.