Lezende man stoot per ongeluk een fles en glas wijn van tafel
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
It runs a price-parity comparison: hold the cost constant, then contrast what each purchase leaves you with in hours versus in years. The copy does the arithmetic and the picture does the emotion - the drinker is not scolded, he is simply too busy reading to care about the wine he has ruined, which converts a temperance lecture into a joke at wine's expense. The single red spill is the only warm accent on a muted sheet, so the loss is what the eye registers before a word is read. Setting the whole argument as one continuous block of display lettering, rather than a headline plus body, forces the poster to be read as a single spoken sentence at walking distance.
Steal this when
Use this when your product costs about the same as a familiar throwaway purchase and its advantage is duration rather than features. Lock the price equal, then contrast the half-life of each - hours versus years - and let the picture stage the throwaway purchase being ruined without comment.