FT1977v31i2p19_ROCHE_flavor - EMMA JACQUAY

Roche advertisement for thier carotenoids. Themes of being natural, and safe are included throughout both in the image itself and the text itself. Detailed images of produce. 

[Transcription]

Title: Nature doesn’t have to certify her colors. Neither do we.

Body: Avoid the next color crisis. Roche carotenouds duplicate the colors found in nature’s yelow, orange and tomato red-hues. Carotenoids are permenenrlt listed FDA color additives - they require no certification. For further information about carotenoids call (800) 631-7276 toll-free or write Chemdex Information Services, Fine Chemicals Department, Hoffmann-La Roche Inc., Nutley, New Jersey 07110.

Caputured by: Emma Jacquay

I thought that this ad did a very skillful job at catching the eye of the reader. The black background was a huge contrast to the other ads included in this volume, and it also really helped accentuate the colors in the produce pictured. This was likely their intention (Roche Food Improvers) as this is an advertisement for color additives (carotenoids specifically). The use of produce in thier add and live produce, not animated or drawn contribute to the theme of naturality that this ad works to build both through the in detail images of the produce, and in the affirmations listed in the description with regard to the FDA.