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Most print ads present our eyes with a static image. This one engages us because the photo of a schoolkid being dragged to the principal’s office creates a full-motion vignette in our mind’s eye. We’ve often seen this situation—perhaps been the protagonist of it—so we readily imagine all the frames surrounding the single one that’s shown to us. That’s the difference between an archetype (good) and a cliché (bad). In this case, the vignette is particularly useful in conveying a sales point one wouldn’t have thought particularly visual—i.e.,
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