Notes

[alt text]

Women looking straight at the one viewing the ad wearing a blue dress with ruffled sleeves. She is wearing a blue diamond ring and pearl earrings, her face is covered in noticeable makeup. She is hovering with her arms crossed, over a turkey that is in a plastic bag and on top of a metal dish on a wooden table. The women seems to know something as her eyes seem focused and with strong intent. 

[transcription]

#If your wife ran your company she’d have your frozen turkey in Roast-in-Bag. Right now. 

She knows that women would buy a turkey that goes from freezer to oven in a sealed Scotchpak Oven Film Bag, without a lick of preparation. 

She knows she could sell women a turkey that cookes at least 25% faster. Roast-in-Bag does it. 

She knows women want a turkey that won’t dry out while it’s cooking. Our Roast-in-Bag holds the moisture in the bird… and the flavor too. 

She knows women hate the bother of hand basting. Roast-in-Bag browns a turkey perfectly all by itself. 

She knows women want all the gravy-makin’s they can save… and Roast-in-Bag saves ‘em all… right in the bag.

And even you know women don’t like to scrub a roaster. With Roast-in-Bag the pan stays clean. 

Your wife might also figure it was a good idea to get a Roast-in-bag jump on your competition-and she’d move fast. She’d also be quick to find out about other interesting ways to market products in Scothpak Oven Film. 

But, before you turn the company over to the Mrs., you write to us about Scotchpak Brand Oven FIlm Roast-in-Bags… information and samples. Here’s the address: 3M Company, Film & Allied Products Division, 3M Center, St. Paul, Minnesota 55101. 

Who says no man is a hero to his wife!

##Scotchpak 3M Company Oven Film

[additional notes]

• lack of preparation for home-cooked meals: allusion to Thanksgiving meal that takes a massive amount of time to make

• a turkey that is ‘premade’ 

• prying on the masculine urge of being superior: making the woman more logical in the frozen food industry (strikes a competitive nature) 

• men don’t want to be categorized as logically inferior, the ad enforces such by pointing out their lack of urgency 

• brings about a ‘ I can do it attitude’ 

• men vs. women 

• repetition of ‘she knows’ makes one think the opposite ‘he does not know’

• going from frozen to ready made in minutes 

• maintaining the particular mouth feel of the turkey

• less physical tasks (basting) 

• a tool that keeps the flavor locked in without having to add it in 

• a turn away from additives (these tools get it done faster)

• taking action before the wife (manly way of thinking)

• ‘you’: the male has the power to take the authority given the information of this bag

• partaking in the male versus female stereotype

• First female figure in this journal

• her expression makes it a threat for men: she has the knowledge whereas the man does not 

Themes: 

• practical, logical, interchangeability, cleanliness, easy, stereotypical, reliability, competition, accessbility, awareness, assertiveness