Notes

[alt text]

Breaded Shrimp on a plate with a fork inside of it alongside lemon and basil. Adjacent to it is a small cartoon-like picture of bread. 

[transcription]

#WEIGHT WATCHING 

It’s not uncommon to find shrimp with a 

weight problem… like an excess of breading. But not Treasure Isle Shrimp. We have a rather involved testing procedure to make sure Treasure Isle breading never outweighs the shrimp. 

We have 27 quality checks calles Seamark 27. Altogether, they makeup the toughest set of rules any seafood has to live up to. But they’ve made Treasure Isle number one in quality. 

Treasure Isle also brings you exclusives… like Home Style Breading with a declicious, crisp texture and flavor all its own. And… Treasure Isle’s own Golden Lock Breading that locks flavor in… locks grease out. 

Put Treasure Isle on your menu… breaded shrimp and P&D shrimp. That consistenly superior quality always means consistently satisfied customers. 

It’s nonsense to try to get across a workable portion control plan in a few lines of magazine type. So, we wrote a book: “7 Steps to Profit” Send for it. Ocean Products, Inc., P.O. Box 1126 Tampa, Florida.

##Treasure Isle

[additional notes]

Themes: weight problem, testing procedures, appearance, texture, taste, consistency, proper care, responsibly handling 

• I think it is important to note that the ad alludes to the idea of weight watching but does not actually include the problem of ‘weight’ necessarily in their ad, it is different kind fo weight problem 

• The ad includes that they take special care of their shrimp in ensuring that the breading is perfectly curated: much like the rhetoric I’ve seen in the industrial food journals- the strive to perfecting the food itself 

• ‘Never outweighs the shrimp’: the breading is used as a way to demonstrate that this company ensures the best quality but also can sustain a freshness for the shrimp itself 

• Includes the number ‘27’ to mark the importance of how much they care about their breading adjacent to the words ‘quality checks’ 

• quality is still of major significance, especially in the frozen food section 

• toughest: shows responsibility an reliability for their product, with strict procedures 

• Exclusivity derived from their shrimp with qualities a buyer may want: delicious, crisp texture, and flavor-shown in the image where the breading of the shrimp is crisp and brown and ready to be served as it is on a plate 

• Locks in flavor and locks grease out: portrays the idea that it is critical for the flavor to exist on its own in order to have the best quality which is a quality that has been previously seen and the product is designed with these ideals in mind 

• consistently: harkens on the buyers wish to have a product that will last and have stability throughout manufacturing 

• juxtaposing ‘consistently superior’ to ‘consistently satisfied customers’ shows a direct coorelation to what Treasure Isle can contribute for the purchaser 

• The inclusion of the little cartoon bread I think helps one understand the ad, especially since the title doesn’t necessarily give itself away in relation to the image of the shrimp 

• I think it is impotant to note that their is a vagueness to their quality testing, it just states that it is ‘nonsense to get it in the lines of the magazine’ however this causes suspicion for me because plenty of other ads still include a pretty decent amount of information 

(Karlene Rodriguez)