[alt text]
Cartoon black and white image of an extremely small chemist man with glasses and a labcoat, he holds a bulletin in his hand and a shadow is cast below him in black. He extends his small hand out to a giant hand that is grasping his small hand. The giant hand is clasped and takes up half the right side of the page. On the left hand side are chemical lab equipment: circular cans, oval like cans, and piping.
[transcription]
#Our 600 million pound vinyl acetate promise has come true.
We’ve been telling you it would happen, and it has. The expansion of the U.S.I vinyl acetate plant-the world’s largest-is complete. Now 600 million pounds of vinyl acetate are available to met your needs. Should even more be needed, our capacity can easily be increed to 800 million pounds.
In addition, we’re becoming basic in a primary feed stock-acetic acid, which proves we intend to remain a relaible supplier.
What we’re able to deliver is more VAM vinyl acetate. A quality product because it’s made with our patented vapor phase process.
With all this capacity, U.S.I. is a much bigger Number 2 in vinyl acetate.
So now we’re even better able to serve you. And that’s another promise you can count on from The Little Chemical Gaint.
To place your order or for a copy of our “VAM Vinyl Acetate Handbook,” contact your local U.S.I Representative or U.S.I. Chemicals Co., Dept. VA, 99 Park Avenue, New York, NY 10016, (212)949-5318
##U.S.I Chemicals
###National Distillers and Chemical Corp
####The Little Chemical Giant
##### USI
[additional notes]
I choose this ad because I think that the image is the epitome of the food industry: big chemical companies trying to aid the ‘small’ food companies with whaytever they need
in a lot of other journals, it is evident that the chemical companies give the impression of the ‘bigger’ hand as they aid in all the food companies’ problems/challenges/needs that need to be met
the hand being big in this picture demonstrates how big the role is of chemical companies who are key players in the industrialization of food
the small scientists extending his hands shows how much trust the food companies give to the ‘big’ companies
it is a partnership based on a hierarchy, where the chemists produce the masive loads for them
large plant: alludes to the fact of how one can gain massive profits
the conversion of 600-800 million is not an easy task, but the ad makes it seem like it is and that it is not a problem
What is acetic acid?
byproduct of fermentation (vinegar acid)
used in dyes, insecticides, photographic chemicals and rubber
helps in the manufacture of vitaminds, antibiotics, hormones, and acts as a acidulant
mentioning this chemical forms relaibility for the buyer
‘patented’: using this word shows that it is already a product that has been proven to be used in a safe way
‘The Little Chemical Giant’: not so little but is playing with the idea of its small assistance which actually plays out in bigger ways for industrial use
What is vinyl acetate?
liquid used as a polymer
used as a material in the production of other chemicals, assists in making more chemicals for a company
produce adhesives, coatings, resins, films
mainly used for packaging for food production
Benefits of Vinyl Acetate:
‘resist wear and tear through elasticity’
‘clear and colorless’
'level of resistance to oil and gas’
highly protective for any kind of food/product
the word ‘our’ shows that it took much effort and time to develop the 600 million pounds, emphasizing hard work
a sense of confidence in being able to manage that task
much of the ads show similar themes of confidence that entice the consumer to purchase their products: knowing that the person they are working with is logical/intelligent
Themes: large numbers, uniqueness, reliability, responsbility, capitalistic goals, influx, production, noteworthy results, range of applications,
[Karlene Rodriguez]
