MILES

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Cartoon image of a man with a widow’s peak and a proud look. The man is wearing a striped tie and a suit, the image of him is only up to his shoulders.  owards his right is a truck that has the emblem of a capital letter M and the word MILES across it. To his right is the trackway of the train station with puffs of clouds from the train. The border the man lies in front of is a dark blue color. There is a signature right above his left shoulder. 

[transcription]

#MILES

##Citric acid on the move…

Frank Stankiewicz is a Miles citric acid specialist who has helped many companies in their problem solving and process improvement activities. Some of the more important activities included safety, environmental acceptability and chemical versatility. Frank can provide valuable assistance supplying information on citric acid applications and properties in chelating, buffering and cleaning. The help he provides will stimulate your people to develop new, efficient and cost-effective ways of producing products and enhancing product development. So whether you’re interested in replacing existing chemicals or improving current processes, Frank is the person to help you get moving in the right direction. 

Call him now at (219)264-8716.

###Citro-tech Division 

####MILES

#####1980 Miles Laboratories, Inc. L-2255

[additional notes]

• including an image of a man with a look of discernment helps in portraying the reliability of the MILES company 

• What else is the MILES company known for?

• pharmaceuticall company known for creating the Alka-Seltzer’s which are known to haveacidic components to aid in digestion 

• the citric acid they are advertising already has success in the health of humans: this could be the reason for the emphasis of citric acid 

• emphasizing ‘acceptability’ demonstrates how important it must be to be accepted in the eyes of the public for their product 

• How is citric acid normally applied to foods and is it applied to other products as well? 

• citric acid has applications for aiding in nauseating symptoms/upset stomach 

• the uses of this product is versatile, hence, the fixation of its usage in the chemical field 

• within foods citric acid is a preservative and flavoring additives 

• the sour flavor is what creates a certain appeal to its product 

• has a similar texture to salt 

• citric acid is in powder form: form is important when considered how it can be applied in multiple ways whether through the pharmaceutical industry in a pill form or for flavoring powders

• in the pharmaceutical industry it use to keep pH low enough to inhbit the activity of proteolytic enzymes 

• is used as a ‘crosslinker to form biodegradable polymers’

• it is interesting to note that they are marketing how they are capable of replacing existing chemicals because based on the Sanders reading it has been evident that this is a costly concept and has to go through a meticulous process under the FDA 

• portraying a certain aspect of confidence in such 

• the train depiction  asists in porraying the emphasis of outputs and movement found within the ad itself

• repetition of the word ‘move’: this company wants to ensure that consumers understand that the citric acid they are creating is ready to hit the market

• 'part of the green environmentally friendly chemistry’ something that many chemists wated to partake in during the time of harsh public opinion

• this acid breaks down without becoming accumulated and is biodegradable

Themes: reliability, public opinion, efficiency, prominence, public trust 

[Karlene Rodriguez]