Our Trick is your treat
[alt text]
An image of an ad with four donuts, on tope of three donuts are Halloween figures including a scarecrow, pumpkin, and a man with a mustache. The ad includes the title ‘No trick to this treat’ and another title beneath that stating ‘Oven-fresh donuts for when the goblins come to call.’ There is a picture of a man next to the slogan ‘With Morton you’ve got it made!’ and is accompanied by a text with the title ‘WORTH 7cz.’ There is another image of donuts and floating around four corners are ‘7c’ borders. Beneath the image of the donuts there is a statement that states ‘STORE COUPON.’
[transcription]
#Our trick is your treat
Pretty tricky to offer Morton Sugar ‘n Spice Donuts as a trick-or-treaters’ delight. Even trickier to tie in a 7c coupon for the 31,000,000 readers of October 21 issues of LOOK.
Well, our trick is your treat. Your eyes will light up like a jack-o-lantern when you see the extra action. One word of caution: Those out-of-stock goblins will get you if you don’t watch out. Be ready-plan now to have plenty of Morton Donuts on hand.
##With Morton You’ve got it made!
[additional notes]
morphing the ad to fit the context of the consumer
trick: a clever way to ensure that the sales of donuts rise: feeding into the consumerism tactics of this era
snack foods=consumerism
the ‘need’ to have more than the average person
to take advantage of opportunities that wouldn’t necessarily be open continuously
there seems to be a recurring extent in which the ad pokes at the possibility that the consumer will not be able to partake in the ‘action’
having a lack of action-seen as a problem
impending sense of others ‘winning’ against you in the food industry
is this necessarily true?
Goblins: imaginative character
using the Halloween holiday-event where food/sweets is a ‘necessity’
encouraging greed?
the ad deviates from handmade donuts towards the frozen foods surpassing such
artificiality works quicker than the human hand
How important were holidays during this era and did this lead to the rise in selling more fatty foods?
the idea of togetherness and family
sharing a meal in order to feel a sense of love/home
the consideration of a ‘treat’ versus a meal
something to grab quickly
indulgence
What is the importance of donuts in the 60s?
symbol of affordability
any sweet that those in the workforce can lay hands on in conveneince stores
did convenience stores enocurage fatty foods as well?
indulging in low costs
Themes: cleverness, advantage, sense of action, snacking foods, consumerism
- Ad Title
- Our Trick is your treat
- Creator
- Morton Company
- Date
- Sept 1969
- Type
- trade ad
- Periodical
- Quick Frozen Foods
- Volume
- 32
- Issue
- 9
- Page(s)
- 34
