Comparative juxtapositions such as “before and after” are surely some of the classics of advertising. But as the following pages demonstrate, there’s always space for brilliant ideas. The questions in this section are intended to dramatize the product by means of comparing and contrasting the benefit with the problem situation. The comparison doesn’t always have to be obvious, however; it could also refer to something quite remote, and so generate a certain tension, similar to the effect of a joke.