Open-Minded Women

WHY IT WORKS:

This print ad works by targeting a sophisticated audience ("Open-Minded Women") and positioning beans as a premium, nutritious food that rivals meat while being economical. It combines educational content with visual proof through photographs and specific preparation instructions, transforming a humble product into "Nature's choicest food" worthy of careful consideration.

COPYWRITING TECHNIQUES:

• Direct audience targeting in headline: "To Open-Minded Women And the Men They Like to Please"
• Repositioning through comparison: "exceeding meat in nutrition—hearty, delicious and cheap"
• Educational authority: "Here are some facts and photographs about Nature's choicest food"
• Specificity builds credibility: "baked for hours at 245 degrees", "50 years of experience", "five times what some sauce would cost"
• Problem-agitation-solution: Describes inferior preparation methods before presenting Van Camp's superior process

DESIGN PRINCIPLES:

• Visual demonstration with product photography: Multiple bean images showing texture and quality differences
• F-pattern layout: Headline at top, body text flowing down, product branding at bottom
• White space for readability: Clean margins and spacing between text blocks
• Comparative visual proof: Side-by-side images of Van Camp's beans vs. home-baked beans
• Typography hierarchy: Bold headline, subheadings, and body text create clear information flow

PSYCHOLOGICAL TRIGGERS:

• Authority and expertise: "50 years of experience", established since 1861
• Loss aversion: "millions never tasted in its fittest form" - readers missing out on superior quality
• Social proof: "The National Dish" positioning and widespread acceptance
• Reciprocity through education: Provides valuable information about nutrition and cooking methods
• Aspiration and identity: Appeals to progressive "Open-Minded Women" who want to serve the best