an archive of all images for the research project on food technology advertisements
FT1984v38i1p3_Colony_Gums_EmmaJacquay
Colony, an import and export coorporation is advertizing their variety of Gums. The ad includes the image of an old push button telephone with its buttons being replaced by images of different types of gums sold by Colony. This image evokes a lot of imagery of nature as the images are of the species from which the gums originate. Beyond that there is little description of how the gums could be used to improve a product but rather it seems implied that the viewer has an understanding of the function and utility of gums.
[Image Transcription]
Title: Your One Source for Gums
Subtext: For technical assistance call the experts at (800) 847-0778
Let us help you set up custom belnd systems for your specific needs.
Caputured by: Emma Jacquay
This ad caught my eye because of the brighness of the colors and the framiliar symbol of the push button telephone. This ad reminded me of an ad we encountered last quarter for PVO emulsifiers. This ad was also made into one of our postcards. The similarities between taking a framiliar item like a telephone or spice jar and attaching that sentiment to a processing agent like emulsifiers or gums seems to be a reacurring theme between ads. I found it also interesting how Colony might have used the imagery of a phone in order to encourage producers to call for consultations, which is further enforced by leaving one of the buttons dedicated to directly offering consultations. this might be a little bit far reaching but I also thought about how the “buttons” on the phone traditionally end up producing a unique sequence which comes attached to a specific person or entity (their phone number), and thought that likewise with the gums serving in place of numeric values on the phone might be a metaphor for the creation of specific formula to be used in a customers product.
