Notes

[transcription]

# Test the ingredient that has all the flavor of table salt but only HALF THE SODIUM. 

## Your cost: A phone call. 

## MORTON LITE SALT MIXTURE IS FOR NORMAL, HEALTHY PEOPLE. IT SHOULD NOT BE USED BY PEOPLE ON SODIUM OR POTASSIUM RESTRICTED DIETS, UNLESS RECOMMENDED BY A PHYSICIAN. 

If you are planning new reduced-sodium products, you’ll be interested in this offer from Morton Salt. 

We’ll send you enough Morton Lite Salt mixture so that you can do some pilot testing with it in a new product – or in a present product. 

Your sample will be free.

There are many healthy people who are concerned about their sodium intake. 

Our own research data will be available to you, including suggested formulations and use levels. We will work closely with you during your development period. 

For complete details, call Richard Bravieri, Industrial/Chemical Product Manager at 93120 621-3406. He just might be able to give you a competitive edge. 

[alt text]

An image of granulated salt on top of a stack of two dimes. 

[additional notes]

This advertisement focuses on manufacturer’s possible choice to have items that are reduced-sodium. This fits with the 1983 fascination with dietary foods and weight loss. I was interested in the mention of ‘normal’ people in the boxed text, as it seems to push a normative societal expectation of being healthy. The salt being on a stack of two dimes is a metaphor for the manufacturer’s savings on investing in lower-sodium salt from Morton. 

(Serena Goeriz)