The first picture is the “bait” (or “bull”), the original promotional piece from Scientology Incorporated’s Freewinds, inviting you to attend their “Conquering Life” convention:

The second picture is what happens if you fall for the bait: the “switch” (or “shit”):

The third picture: “bait” and “switch,” side-by-side:

Inspired by:

Something Can Be Done About It (Mike Rinder’s Blog), “Thursday Funnies,” April 30, 2015.