FT1984v38i1p151_Bell_Flavors&Fragrances - EMMA JACQUAY

This ad is one for flavors and frangrances manufactured by Bell Flavors and Fragrances Inc. The imagery included in the ad features a bell who’s clapper oscillates between being an almond and a bunch of zinfrandel grapes. This is meant to show the range of flavors and fragrances which are offered by Bell. 

[Transcription]

[Title]: from almond to zinfrandel, every flavor’s a perfect ringer from Bell. 

[Body]: How can Bell be so precise about something as subjective as matching nature’s flavors? It starts with a president who’s a working flavor chemist. With craftsmanship long in years yet modern as next month’s issue of this magazine. Sure there’s a difference in flavors! How else could you explain why manufacturers ask for comparison samples? And why else would so many nationally marketed products be flavored by Bell? You can find out by giving us a ring when you’re looking for that special flavor. 

Bell Flavors and Fragrances, Inc. 

Captured by: Emma Jacquay

This ad took a unqiue and creative approach which not only incoorporates the company name buy highlights the range and specificity of its products by using a bell with a clapper oscillating between two distinct flavors to highlight this trait. In the text of the ad I thought that Bell also took a unique approach to differentiating itself from other fravor/fragrance producers by taking a “meta” approach to establishing its credibility by acknowledging the magazine itself. This builds an intimacy with the reader that I have not found in other ads by aknowledging the relationship between the reader and the Bell, in addition to demonstrating situational awareness with respect to the magazine itself. They also establish themselves as an industry leader by playing to the potential customer’s logic by including a line of rhetorical questioning that underscores Bell’s accolades.