The owl for sale here - poster
The pattern
This still is filed under Keepable trade card.
Define
A small card people keep (pretty, useful, or collectible) that carries the brand after the encounter.
Mechanism
Retention object. The gift is the media. Recall is paid for by usefulness or delight, not by repetition.
Verdict
We can put a physical or digital keepable in someone's pocket and they will not throw it away.
Why it works
It is a retail card doing two jobs at once, brand recall at the top and the transactional instruction at the bottom, with the picture between them earning the pause. The recursive gag, the owl reading its own magazine, is the proof device: it shows the product in use by the creature that stands for the product, so recognisability and endorsement are welded together. The white moon is a halo used as contrast engineering, it gives the dark bird a hard edge that survives at small size and across a shop window. Putting the ask in reversed type in its own band means the shopkeeper's message never competes with the masthead, which is why this format outlived the 1890s in every newsagent in the world.
Steal this when
You need a point-of-sale card that must work as brand recognition from across a room and as a buy-here instruction at arm's length. Also when you have a mascot and can show it consuming the product instead of merely posing next to it.