Kotex: Ask for them by name
The pattern
This still is filed under Price-anchoring offer.
Define
A higher reference number is shown first so the real price reads as a concession, not as a starting bid.
Mechanism
People judge a price against the first number they see. The anchor must be a real comparison or it collapses.
Verdict
We have a credible reference the buyer will accept
Why it works
The headline is a script for the shop counter. In 1921 the transaction itself was the obstacle, so the ad rehearses the exact sentence and the illustration stages the encounter as ordinary business between two well-dressed women. The specification paragraph does double duty: it is reason-why proof and it quietly promises the package will not announce itself, since nothing appears on it but the name. Attributing the low price to wartime mill capacity gives cheapness a credible cause, so it reads as an accident of scale rather than as inferior quality.
Steal this when
Use this when the friction sits in the buying moment rather than the product: a word the buyer has to say, a question they have to ask, a form they have to hand over. Write the ad as the script and illustrate the transaction going through without incident.