the dessert company

[alt text] The dessert company is printed in bold letters taking up half the page. A short description is used to explain all the different types of frozen desserts they offer at retail and food service levels. 

[transcription]

#Circle No. 142 on Information Card

the dessert company

LLOYD J. HARRISS

Pies, cakes and shortcakes. Freezer to oven pies or “thaw and serve” desserts. Wide varieties both at retail and food service levels available in all 50 states. Ask your local broker or write : 350 Culver Street, Saugatuck, Mich 49453. 

[additional notes]

The add does not rely on color or illustration to get the reader’s attention. Instead it offers a big and bold title and a short but clear description of the foods they offer.