FT1984v38i1p13_Ceca_texture_EmmaJacquay

This ad captures the image of an ice cream sunday, or similar dessert. The dessert is red, white, and blue themed with lots of rainbow sprinkles and star-studded whipped cream. The French flag (which is also red, white, and blue) is also inlcuded in this advertisement along with French text. The advertisement is also speckled with patriotism/nationalism in other ways sihc as the inclusion of tiny red white and blue stars near the body of text, and the boldening of words in blue. 

[Transcription]: 

Title: Aleginates Carrageenans

Subtitle: CECA. First in Europe. In America at last. 

Body: Europe’s top supplier of textural agensts now operates an American office. 

Providing lot-to-lot consistency in the higherst-grade carrageeenan and alginate. Prompt delivery from a central locaiton in St. Louis, Missouri. And cost-efficiency – sometimes because our products cost less, other time sbecause they work more effictively. 

Let us send you a free booklet on another area of CECA expertise — UHT processing. Just contanct Don Combs at CECA. The leading dource in Europe for over twenty years. And in America from now on. 

St. Louis, MO

Caputured by: Emma Jacquay

At first I was under the impression that the words Alginates and Carrageenans were phrases in French which translated to a hook related to the textural agents produced by CEVA, but after a quick Google search I have learned that these are two types of textural agents primarity used for the purpose of thickening. Carrageenans are primarily used in dairy and meat products, hence the ice cream used as imagery in this ad and are derived from red seaweed. Alginates on the other hand are extracted from brown seaweed and are also used as thickening agents. There is a very obvious appeal to patriotism/nationalism in this ad through the use of colors and symbols like stars and stripes. CECA also makes it a point to emphasize some of their values which include consistency and cost efficiency. They seem to be looking to expand upon the roots they have already established throughout Europe now in the United States. The dessert picutured in the ad also serves as an example of a product that might “benefit” from one of the thickening agents mentioned in this ad in that carrageenan specifically has been used to both thicken and stabilize (the melting point of) ice cream for decades by limiting ingredient sepraration. The inclusion of the French flag could also be a symbol of the unity now present between CECA offices in Europe and the US given their shared flag colors, which make up the entire color scheme and theme of this ad.