"Beat these three knaves with your production aces" poster
The pattern
This still is filed under Us-versus-them positioning.
Define
The buyer is invited into a side. The product is what we use. The named other is what we refuse.
Mechanism
Identity contrast. Choosing the offer is choosing a group. The out-group does as much work as the claim.
Verdict
The category is crowded
Why it works
The card game metaphor reduces the terrifying Axis powers to 'knaves' (jacks) that can easily be beaten by the superior 'aces' of American industry, framing the war effort as a game to be won.
The big idea
Hirohito, Hitler and Mussolini are drawn as three knaves in a hand of cards, and the worker's production is the aces that outrank them.
Lines from the ad
BEAT THESE THREE KNAVES- WITH - YOUR PRODUCTION "ACES"Steal this when
You want to shrink the opponent by turning the conflict into a familiar, winnable game.
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