Notes

[alt text]

Cartoon image of various products including: 

A blue tuna can with a drawing of a fish, a peach jam jar that is in various orange hues with a drawing of peach on it, a brown beer in calligraphic writing, for the word ‘Beer’, a green lotion bottle with the word ‘lotion’ in handwriting and a drawing of a daisy at the top and bottom of the word, a ‘COLA ‘ bottle that is decorated with bubbles tha resemble the fizz from sodas, a green wine bottle with the word ‘Challis’ on it,  a jar is behind the wine bottle but the words can’t be made out, and a ‘Peas’ can with a drawing of peas below the word peas

[transcription]

#ESTECH THINKS A GREAT LABEL OUGHT TO STICK TO ITS SUBJECT.

Millions of famous labels go to market with Estech adhesives behind them, and one reason they do is that Estech knows how to make them stay put. But there are many more reasons than that. 

Your labeling may involve special and demanding circumstances, such as extreme heat, cold, wetness, dryness, or ultra high-speed production lines. No problem. Estech’s experienced R & D staff can satisfy all of these requirements. They do it all the time. 

When you deal with Estech, you deal with experience and leadership. 

Our people have been making and perfecting adhesives under the Swift Adhesives and Coatings name since 1880; and when it comes to labeling adhesives, Estech excels. 

No matter how routine or complex your labeling operations, Estech can save you time and trouble, and most important of all, see that you have the best adhesive for the job. For information, write to Joseph P. Sullivan, President, Estech, Inc., 30 North LaSalle Street, Chicago, IL 60602. 

##Estech 18801980

[additional notes]

• the inclusion of various products demonstrates the relaibility of this adhesive, as its uses have been used for not just food production but for lotions and skincare as well

• marking the extremities of the industrial process verfifies that this advertisement understands the challenges of their audience 

• the inclusion of the value of ‘leadership’ is interesting to include because a majority of the time these advertisements only include values of the chemicals they advertise, not the staff themselves 

• who the consumer is working with has the values of ‘experience’ and ‘leadership’

• The brand name itself is quite interesting as it includes the date that this company has been around for from ‘1880-1980’ which demonstrates experience with the labeling process 

• helps food companies have recognition for their product, a label that ‘sticks’ out to the consumer 

• much concern with the visual appeal staying intact the moment the food ends up on the shelves

• shows an understanding of the complexity of shelf appearance 

• branding 

• interesting to note that Estech is not necessarily adversiting adhesives that are informational such as food ingredients or nutritional facts, mainly just the name of the brand

• could this be a contribution to labeling being a way to distract consumers from the nutritional labels?

• concerned with the importance of a label: giving a particular message for the one purchasing the product 

• the word ‘famous’ highlights their attention to being able to recognize a product 

• one less operational task that a company has to do if Estech provides a sustainable label for them 

• does not include how these adhesives are made and what they are made out of 

What is the Swift Adhesive and Coatings Name?

• ‘produced high-performance, water-based adhesives for construction and packaging’

What are adhesives typically made out of? 

• polymers which are the most common molecules used in packaging and what I have seen advertised in a multitiude of ads in the Quick Frozen Foods Journal

• Estech is most likely using synthetic adhesives which can be harmful when considering that there is much more engirneering involved creating the lable and it can contain toxic chemicals that tend to be endocrine disruptors

Themes: reliability, diversity, stability, identification, recognition

[Karlene Rodriguez]