A single message is well worth the investment.
Often an advertiser will try to get what they think is the most bang for their buck by putting way too much information in an ad. They want to include every product, sale item, selling point, etc. This only serves to overload the reader and create a "grey" that is not visually appealing.
By using only one message (with perhaps some related sub points), the call to action is clear. In this case the headline also serves as art with it's distinct font. With the combination of the glass of wine and the simple bold headline, it's very clear to the reader that wine is the featured product.
White space rules. The negative area in design is called white space. Incorporating white space, gives the eyes a place to rest and directs the focus to the lead image or headline. This technique is often used in single message advertising.
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