FT1984v38i1p129_A.M.ToddOils_LimeOils - EMMA JACQUAY

This ad features imagery of the contents of a green glass bottle being poured into two classes. The contents of the glasses appear to be some sort of carbonated beverage and resembles sprite or 7UP. This scene is surrounded by lime trees featuring budding flowers and evoking association of freshness and naturality. The theme of “limes” as consistent with the product itself, lime oils, is further built by incoorporating lime outlines into the “O” of “Oils”. In the bottom right corner of this ad there also appers to be a reference to their new “technical data file” for product evaluation which features a variety of products in which lime oils were used while also being surrounded by actual limes. 

[Transcription] 

[Title]: Introducing Todd Lime Oils

[Subtitle]: New, with a difference. Thre are 113 yeards of essential oil know-how behind every drop. 

[Body]: Know-how that begins at our source…the principal growers and processors in the world’s major lime producing areas. 

          TODD oils are then processed in the most modern and sophisticated of processing facilities. 

           Our custimers also recieve a wide range of services including: Up-to-date market information. Data on oil analysis and quality detection. Information on emerging sources, and trends in lime markets. 

          If you are interested in Lime Oil evaluation, write or phone for our new technical data file. 

I was drawn in my this ad by the bright colors and how detailed and images of the limes were. I thought the theme of the ad was also very well developed, with the link between the limes themselves and the products it might be included in clear. The values emphasized by this ad seem to be credibility, which is built by underscoring the length of time they have been in the field (113 years). What they do not do though is explain what “lime oils” can be used in or what purpose they might serve. They do however highlight the benefits of being a TODD oils customer is the market knowledge and quality detection that they provide to their customers. This was something I had never seen offered before and so I thought it was an interesting service to market.