FT1984v38i1p36_Degussa_silicas_EmmaJacquay

This ad features an image of a fine white powder being poured onto a small mountain of the same powder on a dish. The poweder appears to be very fine and quick to flow, almost resembling a salt. The image has a red baground. 

[Transcript]

Title: Dependable free-flow? Here’s the scoop. 

Body: If it’s supposed to go “whoosh” but instead goes “plop,” your’re in trouble. 

If it shoudl eb loose and it’s solid, you’re in big trouble. 

Use Degussa Sipernat, the industry’s most dependable conditioning agent, to maintain free-flow in powdered foods…in the plant, on the shelf, in the kitchen. 

Our line of highly economical precipitated silicas is unsurpassed at preventing agglomeration due to moisture, pressure, static electricity or hear. And there are even Sipernats that covert liquids into easy-to-handle powder concentrates. 

For superior anti-caking in your powders, add a pinch of Degussa Sipernat. 

You’ll get a whole lot of free-flow. And reduced conditioner costs. 

Samples and literature avaiable on request. 

Degussa Coorporation

Pigments Division

Teterboro, New Jersey

Captured by: Emma Jacquay 

I thought this ad was interesting because of both its simplicity and the visual appeal of the the image of the Sipernat with it’s eye catching nature, almost as if it is comming out of the page. I also was captivated by the casuality with which this ad advertizes Sipernat. The use of the onomtopoea with respect to describing how a product “should” sound or look created this casual nature and reinforced the idea that there is a way products “should” sound and look which I thought was intersting. Some of the values that Degussa seems set on reinforcing are their dependency, versatility, and affordability. They make sure to mention on multiple occasions that Degussa silicas can be relied upon and that they are superior to similar products on the market but at an economical price. They also want to stress the versatility of these silicas, mentioning the vareity in locations and situtions in which it could be used; the kitchen, manufacturing plants etc. I am not toally sure if this thought is anything substancial but when I first saw this ad the powder reminded me of sugar, which might subconsciously catch peoples attention because their brain perceves it as food, something that could potentially be a powerful attention grabber.