Notes

Alt Text:
A Borden advertisement with four food-related images arranged in a grid. One was a round cheese with “BORDEN” and another picture showed colorful drinks, jelly and candies. The third picture shows milkshakes, cake, candies. The last picture shows a few bottles with different fruit powder and with fresh fruit. Under the picture, the advertisement introduced the products of Borden.

Text Transcription:

Borden® Delivers The Flavors You Expect

True flavor performance and consistency for fresh, long lasting taste from the complete line of MCP Industrial Food Products.

Encapsulated Flavors — Exciting, locked-in and protected flavors. A complete line of Durarome® and Borden-Caps™ citrus oils, essential oils, oleoresins, natural and artificial flavors that burst with freshness. Processes provide maximum protection of flavor. Instantly soluble in water.

Fruit Juice Powders — A complete line of all-natural spray dried products for use wherever a true fruit juice flavor is desired.

Cheese Flavoring Products — Powders and pastes that provide maximum flavor economically.

Liquid Flavors — A wide range of natural, WONF’s, natural and artificial, and artificial products to fit your specialized needs.

Borden has the technical assistance in the field at our Research Centres in Anaheim, California and Syracuse, New York to assist you in creating a new product or to enhance the flavor of an existing one.

Let’s talk about it. For information call 800-848-4707 or 714-535-2871. FAX 714-758-3626, TWX 910-591-1165

BORDEN

MCP Industrial Food Products

424 South Atchison Street, Anaheim, CA 92805

For information circle 128

Observation:
This advertisement emphasized on the richness of the variety of the products and that their company is reliable and professional. The title proposed that Borden offers “the flavors you expect” suggesting that the quality of their product is stable and trustworthy. The image was colorful and rich and showcased cheese, candy fruits, desserts and drinks. This made the product looked good in a wide range of use. The advertisement also tried to make the ingredients sound fresh and natural. But the company also recognized "artificial flavors” showing that the company wanted to look for both freshness and industrial efficiency. The other key point is the service offered and problem solving. The advertisement suggested that Borden can help clients to develop new products and offering technical support. Overall, the aid made the company a partner that can be relied and good at massive production without losing its flavor.

Tom Liu