Notes

[Alt Text] Blurred image of an elegant dinner table, featuring nicely plated food, a glimmering wine glass, wine, china tableware, and a patterned cloth napkin. 

[Transcription]

#Wine By Joseph Drouhin

#Crystal By Orrefors

#China By Royal Copenhagen

#Spices By Kalsec

#Taste Is A Matter

#Of Preference.

#Quality Is A

#Matter Of Fact.

Taste is always subjective. Quality is not. At Kalsec our efforts are focused on maintaining levels of quality that stand up to the most exacting standards. Kalsec oleoresins are extracted from premium spices and consistently produce the same flavor balance as a ground spice. Our heritage as primary spice extractors has helped us cultivate exclusive sources of superior quality spices from all over the world. At Kalsec we combine the essence of nature with the consistency of technology – and that makes precision quality a matter of fact. Call or write for more information: Kalsec Inc., P.O. Box 511, Kalamazoo, MI 49005. 1-800-323-9320.

KALSEC

Our Quality Comes Naturally.

Circle 23 or see FEM, p. 189

Notes: The advertisement centers on their product being “high quality” and quality as an objective factor. I think this concept is interesting, as something being of high quality can mean something different to each individual. The advertisement associates “high quality” with elegance and affluence, exhibited by the image and the labels pointing out the wine, china tableware, and crystal wine glass. By pointing out these features next to Kalsec spices, the advertisement claims that their products are at this level of “high quality” that is seemingly valued in the food industry. To add, the advertising mentions that their spices are globally imported, signifying global cuisine or “ethnic flavors” as desirable traits in foods. Lastly, the final claim of the advertisement, that they achieve precision by combining nature with technology, demonstrates that the food industry values their products to have the essence of their natural origins, but the economic and technical benefits of being processed. As a “value-added product,” this product is appreciated for lying at the intersection of nature and technology.