FM makes the difference

[alt text]
a photograph of an ornate silver tray containing a glass pitcher of lemonade with ice and lemon wedges and two tall glasses of the same lemonade, each with ice, one cherry, and a circle of lemon on the rim takes up the full page of advertising. the tray is on a royal blue tablecloth set on a black background, with a bowl of some sort of processed small cylindrical lemon-powder-coated snacks in the forefront and a lemon merengue pie in the background.

[transcription]
FM makes the difference
To bring you the right flavor, we blend nature’s ideas with our creative touch. Then unlike nature, Food Materials provides the service production controls that assure flavor consistency.
FM FOR THE QUALITY AND SERVICE THAT REPUTATIONS ARE BUILT ON… CALL US AND GET INVOLVED
FOOD MATERIALS CORPORATION / 2711 W. Irving Park Road / Chicago, Ill. 60518 / General Office Phone (312) 463-7600, Ho-Ho-Kus New Jersey (201) 447-4460 / Atlanta (404) 457-4440 / Minneapolis (612) 441-5666 / Los Angeles (714) 831-3380

[alt text]
top: an illustration of an open-half of a juicy yellow lemon sits atop a yellow background. directly below is the white outline of a whole lemon.

[transcription]

Lemon… scarce & expensive!
During late 1978 and early 1979, two successive freezes in California caused considerable damage to the fruit crop and new buds on producing lemon trees. The resulting short supply has caused producers to begin allocating oils, with accompanying increased prices ranging from 2.5 to 3.0 times early 1979 levels. Indications are that the tight supply and high prices will continue through most of 198- and possibly into 1981. In order to maintain supplies, quality and price it may be worthwhile to consider Food Materials line of lemon alternatives and/or extenders for single or multi-fold oils for use in current and new products.
If you would like to know more about these products - Please contact me directly.
Write or phone Mr. Charlie Walsh, Vice President
Food Materials Corporation 2711 W. Irving Park Road, Chicago, Illinois 60618 Phone (312)463-7600

[additional notes]
(Marjan Stuckart)
interesting how much the first and second page of the advertisement contrast one another. the first page is set against a photgraphed navy blue backdrop while the second features an illustration against neon yellow. why were these colors chosen and what effect do the two combined have on the advertisement’s potential audience?