The modern poster (1895) - poster
The pattern
This still is filed under Lettered cover hook.
Define
The cover is the hook, and the hook is lettering: a title treated as an image.
Mechanism
Type as bait. The words are drawn so they stop the hand before the contents are known.
Verdict
A journal, book, or issue must sell itself on a rack or a feed
Why it works
The title is split across the top and bottom bands so the peacock sits inside the sentence and the reader has to travel the whole sheet to finish the phrase. The tail is drawn with one repeated line at one weight, which turns an extremely intricate image into a single flat texture that still reads at distance. The hand numbering converts an advertisement into an object with a serial number, which is why the poster for the book about posters got kept rather than pasted up.
Steal this when
Use this when the thing you are advertising is judged on taste, and the ad can be produced to the same standard as the product. Limit the run, number it by hand, and the promotional piece becomes the proof.