Notes

[alt text]

An image of an ad with four donuts, on tope of three donuts are Halloween figures including a scarecrow, pumpkin, and a man with a mustache. The ad includes the title ‘No trick to this treat’ and another title beneath that stating ‘Oven-fresh donuts for when the goblins come to call.’ There is a picture of a man next to the slogan ‘With Morton you’ve got it made!’ and is accompanied by a text with the title ‘WORTH 7cz.’ There is another image of donuts and floating around four corners are ‘7c’ borders. Beneath the image of the donuts there is a statement that states ‘STORE COUPON.’ 

[transcription]

#Our trick is your treat

Pretty tricky to offer Morton Sugar ‘n Spice Donuts as a trick-or-treaters’ delight. Even trickier to tie in a 7c coupon for the 31,000,000 readers of October 21 issues of LOOK. 

Well, our trick is your treat. Your eyes will light up like a jack-o-lantern when you see the extra action. One word of caution: Those out-of-stock goblins will get you if you don’t watch out. Be ready-plan now to have plenty of Morton Donuts on hand. 

##With Morton You’ve got it made!

[additional notes]

  • morphing the ad to fit the context of the consumer 

  • trick: a clever way to ensure that the sales of donuts rise: feeding into the consumerism tactics of this era 

  • snack foods=consumerism 

  • the ‘need’ to have more than the average person

  • to take advantage of opportunities that wouldn’t necessarily be open continuously 

  • there seems to be a recurring extent in which the ad pokes at the possibility that the consumer will not be able to partake in the ‘action’

  • having a lack of action-seen as a problem 

  • impending sense of others ‘winning’ against you in the food industry 

  • is this necessarily true? 

  • Goblins: imaginative character 

  • using the Halloween holiday-event where food/sweets is a ‘necessity’

  • encouraging greed?

  • the ad deviates from handmade donuts towards the frozen foods surpassing such 

  • artificiality works quicker than the human hand

How important were holidays during this era and did this lead to the rise in selling more fatty foods?

  • the idea of togetherness and family 

  • sharing a meal in order to feel a sense of love/home 

  • the consideration of a ‘treat’ versus a meal 

  • something to grab quickly 

  • indulgence 

What is the importance of donuts in the 60s?

  • symbol of affordability 

  • any sweet that those in the workforce can lay hands on in conveneince stores 

  • did convenience stores enocurage fatty foods as well?

  • indulging in low costs

Themes: cleverness, advantage, sense of action, snacking foods, consumerism

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Notes

Part of Our Trick is your treat