Ft1984v38i4p28_MCP_flavors_Durarome_EmmaJacquay

This ad features an image of the overhead view of an orange grove atop which the text of the ad is spread. The also features a smaller image of a couple oranges, one of which has been slices open alongside a pile of an unidentifiable powder which is likely the product being advertizes. 

[Transcription]

Title: We Deserve Only Half the Credit. 

Body: Nature has a way of creating flavor. At MCP, we have a way of keeping it. MCP is today’s leader in encapsulated oils, spray dried juices and spray dried oils because we have spent more than 50 years working with all natural ingredients, ensuring continuity of products and developing techniques and flavor and extend sheld life. 

           Our patented Durarome process for encapsulating oild and oleorestins captrethe real flavor of any citrus, spices, mint or virtually any other natural flavor. 

            At MCP, we have a tradition to uphold– you can just taste it.  

Captured by: Emma Jacquay

This ad caught my attention because of the vibrant imagery it features to advertise this flavors. I thought the vibrancy of the orchard in the background and the inclusion of the fruit itself help create and reinforce that these flavors can serve as substitutes for their natural counterparts and seamlessly integrate themselves into products at a large scale. The use of these flavors as the ad mentions is also maintains the added benefit of extending shelf-life and uniformity which would make this a product an improvement from the use of natural flavors which carry limitations to their use. This ad like many others also reinforces the authority of this company by highlighting their experince which is informing the creation and quality of their products.