Headline · visual lockup
headline-visual-lockup
Define
Headline and picture are one sentence. Remove either half and the claim disappears.
Mechanism
Lockup. The line names what the image will not. The image shows what the line cannot. They are not redundant.
Verdict
We have a picture that completes a short line: wit, contrast, or a second meaning.
Don't
The picture merely illustrates the headline. If either half works alone, it is not a lockup.
Rights-cleared examples
A vacation without a Kodak is a vacation wasted.
Apple II two-page ad (page 1, kitchen-table image), Byte December 1977
Apple II two-page ad (page 2, long features copy), Byte December 1977
Atari PONG arcade sales flyer for operators
Atari trade ad for Crash 'N' Score, Steeplechase and Jet Fighter, Play Meter December 1975
Bounty paper towels ad with Nancy Walker as Rosie, Woman's Day
Duesenberg Model J ad, Vanity Fair
Ford ad featuring Fred Allen's Allen's Alley, Life 19 April 1948
Freedom to Listen, Freedom to Look" RCA institutional ad
Green Giant "Only the dew drops got away" ad, Ladies' Home Journal
I always say nice things about your Arrow Shirts", art by Coby Whitmore
Introductory Apple-1 computer ad, Interface Age October 1976