Notes

I chose to digitize this ad because it definetly caught my eye and piqued my interest with its bold style. What I also found unique about this ad was the banner mentioning that this bulking agent had recieved top honors from the “Food Processing Awards”. The ad features a large placard which spotlights the products primary appeal which is its calorie to mass ratio, making it an ideal additive for low-calorie foods. This placard is plced over a monochrome orange background and as mentioned earlier features a banner across the left page of this double-paged ad, which mentions the recent honors it recieved at the year priors Food Processing Awards.

[Transcription]

[Title]: 1 calorie per gram 

[Subtitle]: Introducing the bulking agent to help you formulate tastier reduced-calorie frozen dairy desserts. 

[Banner]: 1983 Food Processing Awards Top Honors 

[Body]: POLYDEXTROSE IS A UNIQUE ONE CALORIE PER GRAM BULKING AGENT WITH 75% FEWER CALORIES THAN SUGAR AND 90% FEWER CALORIES THAN BUTTER FAT. 

              POLYDEXTROSE partially substitutes for sugar or fats without sacrificing mouthfeel, texture, bulk, or palatability. 

              That makes it the tool food technologists have needed to create tastier frozen dairy desserts. 

              There’s a growing claorie conscious market waiting for the new frozen dairy desserts made possible by POLYDEXTROSE and the ingenuity and innovative talents of dairy technologists. 

              For more information, samples and recipes, please contact: 

  Steve Soled

  Marketing Manager

  Pfizer Inc., Chemical Division

  New York, NY 10017

Caputured by: Emma Jacquay 

I was interested in this ad because for one it was unqiue in that it is a double-paged ad, a strategy naturally intended to capture attention. The minimalistic nature of the ad with minimal colors was also unique and helped direct my attention to the components its creator, Pfizer, wanted to highlight. These components being the innovative nature of polydextrose, specifically, its low calorie to mass ratio. Pfizer also establishes their authority and credibility through this ad by including the banner highlighting the recent honors polydextrose recieved at the recent Food Processing Awards. As for the body of the ad, the values it aims to highlight for potential customers are polydextrose’s ability to be a substitute for sugar (specifically in frozen dairy desserts) all while preserving the characteristics of typical sugar that contribute to its original appeal, i.e mouthfeel, texture, taste. Pfizer also attempts to sell polydextrose to potential customers by acknowledging a recent surge in consciousness regarding and desire for low-calorie “diet” foods from consumers. I found this interesting given what we know about diet culture in the 1990s and how additives such as these might have served as precursors for giving this movement momentum by entering the market.