Notes

Three women of different ethnic backgrounds are shown without clothes and looking far off into the distance. They are oriented in a circle, facing outwards.

We help skin care products care for skin all over.

The kind of help skin needs depends on the kind of skin it is.

For example, body skin has less built-in emollient protection than facial skin.

And different races have different skin care requirements, too.

Variations like these can complicate a formulator’s job.

That’s why you’ll find Amerchol emollients, humectants, emulsifiers and an u.v. absorber at work in all kinds of formulas all over the world.

One reason is efficacy. Amerchol has conducted skin care research for years with excellent results.

Another is Amerchol technical assistance, backed by exceptional experience.

For details, call (201) 287-1600

Amerchol Corporation, an Affiliate of CPC International Inc., PO Box 351 Edison, NJ 08818-9990

Amerchol

THE ELEGANCE ENGINEERS

Effectiveness and expertise are primarily promoted in this ad. Amerchol’s products are claimed to “work in all kinds of formulas,” which highlights effectiveness. Expertise is promoted directly in this ad with words like “technical assistance” and “exceptional experience.”

While the image in the ad seems random, it reflects the text well. Body skin, facial skin, and different races are described in the text, and this is also reflected in the image. It is also probably partly why the women are wearing no clothing; since the focus is skin care, the company is demonstrating what kind of skin they’re referring to.

Christy Lam