Notes

Alt Text: Five glasses filled up with soda water with different colors, each contains a fruit. Promoting citric acid as a way to add “natural zest” to drinks and food products.

Image Text Transcription: Pfizer’s best at natural zest.

Pfizer Citric Acid is so close to nature we call it “nature’s acidulant.” It adds such natural zest that customers come back to your candies, desserts and, of course, your jams, jellies and preserves—your pie fillings and fruit drinks. Yet, citric is just one of the Pfizer acidulants. Others are Tartaric and Fumaric Acids. Parts of the whole line of Pfizer food additives—so comprehensive it amounts to a One-Stop Shop. Call us about it. Chas. Pfizer & Co., Inc., Chemicals Division, 235 East 42nd Street New York, N.Y. 10017.

Look no further than Pfizer

Pfizer
CHEMICALS
DIVISION

Observation: The ad is trying to tell audience that adding chemicals to food products and drinks is normal and the ad even used the phrase “nature’s acidulant”. Under the context of this ad, the distinction between chemical products and natural product become blur. Adding fruit slices is suggesting that the drinks are fresh while actually, they are chemical products produced in a labtory setting. This ad provided an evidence of how back in the 1960-70s food marketing normalized the use of chemicals as a part of daily food production. 

By Tom Liu