Notes

Alt Text:
An advirtisment for Durkee DURKEX 500 high-stability oil.  There is a paragraph describing the benefits of the product, at the bottom, there are many images of food, such as mixed nuts, pretzels and chips with a bowl of cream sauce. The Durkee logo appears in red near the lower right corner, with name of the company and its address.

Text Transcription: “…with easy-blending DURKEX 500 high stability oil

Want to hold off age? Retain youthful zest? We (and the ladies) know how!

Our secret is high stability oil — for frying snack foods, roasting nutmeats, and baking. Durkex High Stability Oil — a formula that extends youthful life of baked and roasted foods up to three times longer!

An exclusive fractional crystallization system developed by Durkee produces this effect — a process by which fat components are separated according to their “hardness” or melting points. Resulting oils provide a degree of stability unmatched by conventional products — stable in process, stable on the shelf! In fact, startling increases in stability of ordinary oils are noted wherever DURKEX 500 is added. Easy to handle, and easy to store because it won’t change character or consistency in heat or cold. Longer lived in the fryer, too — and no smoking!

Spray or brush DURKEX 500 on dried fruits or cereals, too, for sparkling finish and long-lasting good looks. We call it our “youth and beauty formula” — a secret that we’re glad to share!

Durkee
INDUSTRIAL FOODS GROUP
2333 Logan Blvd., Chicago, Illinois 60647
A SCM CORPORATION”

Observation: The ad focused heavily on written explanations rather than visual images. Mostly it’s about how stable, scientifc the product is and that it’s best suited for people how are professional cooks or really into food. The images at the bottom is showing that the food items are relying on the oil to support its texture and freshness. The tone of the ad is both technical and also full of youth metaphors that the quality of the food can be long lasting.

By Tom Liu