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.

Copy skeleton

[HEADLINE: 3 to 7 words that name what the picture will not show]
[PICTURE: the half the line cannot say: the answer, the clue, or the second meaning]
[PRODUCT: inside the picture, in the hand or beside the face, not in a box below]
[ONE PROOF LINE: the maker, the origin, or a name the reader already trusts]
[ACT: where to find it, the price, and until when]

Gulf note

Arabic wordplay rarely survives translation, so build the Arabic lockup first and give English its own line instead of a translated one. The eye enters from the right, so the Arabic headline usually sits at the right or top and the picture completes it towards the left. The pattern suits roadside billboards in Riyadh and Jeddah and single-frame Snapchat and Instagram posts, where the pair has to land in about a second. When the picture needs a person, many Saudi brands choose modest styling or let hands and the product carry the meaning, and the flag and religious phrases should stay out of any pun.