FT1984v38i4p5_Hercules_UHT_EmmaJacquay

This ad features three different colored milkshakes in tall thin cylindrical glasses. Each of the milkshakes is a different flavor: strawberry, chocolate, and vanilla (from left to right), and alongside each of the classes is the natural source of each of these flavors: strawberries, vanilla beans, and pieces of chocolate. The classes also have condensation all around them and it appears as though the center glass (chocolate flavor) has also had a sip taken out of it. 

[Transcription]

Title: Great taste and texture in UHT. 

Body: PWF offers you both taste and texture stability with flavors and hydrocolloids for UHT products. Pilor and plant-scale runs have proven the UHT stability of our ingredients. 

          Flavors such as subtle as almond and as delicate as vanilla are ready for testing in your products. And you can choose from a wide assortment of gums to build and maintain texture and stbaility. If you want a custom flavor or unique texture, we also can develop and test it for you. 

          For a brochure, “Great Taste in UHT,” that describes our UHT capability, write: Hercules Incorporated, PFW Division.

Captured by: Emma Jacquay

This ad caught my attention because I was unframiliar with what UHT was or what PFW stood for and the ad alone did not answer that question. After a quick google search I learned that UHT stands for ultra-high temperature processing and that it is mostly a processed used in milk production, but the process is also used for fruit juices, cream, soy milk, yogurt, wine, soups, honey, and stews. PFW on the other hand I had a harder time identifying what it meant but came to the conclusion that is is simply the term used to reference the flavor division at Hercules. For the add itself I think I am noticing a trend of ads utilizing this infinite black void by which a product is captured in. This is the case with this add and the milkshakes it features helping to draw in and focus the readers attention. The juxtaposition of the natural derivatives of each of the flavors used in these presumably highly processed milkshakes help maintain the assocation of naturalness with this product and reinforces the idea that Hercules UHT processing is able to preserve these flavors throughout the UHT processing. This ad also mentions Hercules service of helping producers develop desired flavors or textures. The slick and clean appearance of the milkshakes and the subtle detail of one of the milkshakes having a sip taken out of it help create the theme of desireability.