The Mistakes

WHY IT WORKS: This ad leverages problem-agitation-solution framework by immediately identifying a universal fear ("The Mistakes That ruined millions of teeth") and positioning Pepsodent as the scientific solution. The fear-based headline coupled with specific enemy identification ("Film—the great enemy") creates urgency while the 10-day free trial removes all purchase barriers.

COPYWRITING TECHNIQUES:

• Problem amplification through dramatic statistics ("millions of teeth ruined", "millions of germs breed in it")
• Enemy identification strategy naming "Film" as the specific villain to combat
• Scientific authority positioning with "Dental science has now found two effective film combatants"
• Risk reversal with "10-Day Tube Free" coupon offer
• Benefit stacking showing multiple advantages ("glistening teeth", "whiter teeth", "combat tartar")

DESIGN PRINCIPLES:

• Visual storytelling with before/after implied through the happy couple image
• Hierarchical typography with bold headline creating immediate impact
• Strategic use of subheadings to break up dense copy ("Film—the great enemy", "Results quick and amazing")
• Coupon placement at bottom following natural reading flow
• High contrast black text on white for maximum readability

PSYCHOLOGICAL TRIGGERS:

• Fear appeal through dental health consequences ("ruined millions of teeth", "breeds decay")
• Social proof via aspirational imagery of attractive, smiling couple
• Authority bias using "Dental science" and "Leading dentists everywhere endorse"
• Loss aversion by emphasizing what happens without proper dental care
• Reciprocity principle with free trial offer creating obligation to try