The Wonderful New Product
The pattern
This still is filed under Iconic figure claim.
Define
A single figure, drawn, silhouetted, or posed, is the whole claim. You can read it across a street.
Mechanism
Compression into a body. The figure is not decoration. It is the sentence. Distance-legibility is the test.
Verdict
Poster scale, outdoor, packaging at a glance
Why it works
The whole ad is built on category creation by negation. Three lines define the product by what it is not - not a soap powder, not a chipped soap, not a cake of soap - which forces the reader to file it as a new thing rather than compare it on price with what she already buys. The subhead stacks three specific 'won't' promises against the three fears that stop a woman washing fine fabrics at home, so the objection is answered before the body copy starts. The illustration does the demonstration the copy asks for, showing the flakes spilled out so the reader sees the form before she reads the argument.
Steal this when
Use this when you are launching a genuinely new format of an existing commodity and the danger is that buyers slot it into the old category and judge it on price. Define it three times by what it is not, then show the physical difference in the artwork.
If this library is useful, leave an email
We send new patterns, ads, and notes when we add them. Name and phone are optional.
You are on the list
We will write when we add more library material.