Notes

Alt Text: 

This is a Black and white advertisement for L.J. Minor Corp Seafood Base. The advertisement demonstrated containers that has Shrimp Base, Fish Base, Clam Base, and Lobster Base. These containers were set in between the shrimp, clams, a lobster, fishing net, and a large fish head. The headline says “FRESH CATCH-OF-THE-DAY FLAVOR!”  Aiming to promote the seafood base and help manufacturers and central kitchens to cook or enhance the flavor of seafood.

Text Transcription:

FRESH CATCH-OF-THE-DAY FLAVOR! Our natural seafood bases are so rich in tender clams, Gulf shrimp, North Atlantic lobster meat and selected flatfish that you can use them in place of fresh seafood, both to extend ingredients and to provide or enhance fresh seafood flavor. Processors & central kitchens use them to: • make rich stocks and broths for chowders and bisques • flavor breadings and batters for fried fish, shrimp and clams • enhance seafood crepes, sauces, spreads and salad dressings L. J. MINOR CORP. 436 Bulkley Building Cleveland, Ohio 44115 “The World’s Finest Food Bases”™ Phone 800/446-4838 (In Ohio, 216/781-7884) MINOR’S FISH BASE NET WT. 16 OZ. (1 LB.) 454 GRAMS “Always in Good Taste” MINOR’S SHRIMP BASE NET WT. 16 OZ. (1 LB.) 454 GRAMS “Always in Good Taste” MINOR’S CLAM BASE NET WT. 16 OZ. (1 LB.) 454 GRAMS “Always in Good Taste” MINOR’S LOBSTER BASE NET WT. 16 OZ. (1 LB.) 454 GRAMS “Always in Good Taste” Drop us a line for samples and literature

Observation:
This ad is making the seafood base very fresh and natural by putting real fish, shrimp, clams and lobster surrounded by the containers. Even though this is just industrial packaged food, the slogan of the advertisement is deeply linked with freshness. This advertisement is targeting the food companies and central kitchens, and it’s designed for massively produced food products. The core message here is that these seafood bases can replace real seafood or use them as a supplement. Or that they can give food a real seafood flavor. 

Tom Liu