I'm a sucker for packaging. There, I've admitted it. As much as I try to minimise the amount of packaging I buy; reusing containers, buying in bulk and generally avoiding processed foods, I really do love well designed packaging. This brand of sweet paprika really has it going on. I'm sure that this is the same tin that they've been using since the 1970s, which really says something about style.
There are multiple layers of reading here... some subconscious, some fueled by desires and cultural fashions, others subtle and hard to untangle. I'll try.
The multiple stack of foreign product = delicatessen.
The clear label DULCE- no need for a translation here, the customer is no fool. Dulce kind of sounds like Dolce, Italian for sweet, so lets ask not questions, just presume that it means something lovely. The couple-los novios; just having them so happy in the kitchen cupboard will surely enrich your life with similar joyful moments of kitsch pleasure. Think Astrid Gilberto nonchalance as you gather your food for paella, the smoky flesh coloured dress will surely spice up your dinner, and deliver up a song from the man, that man leading you forward, out and away into happiness. Surely even the presence of such a tin could shine a fashionable, retro kind of light from the corner of your kitchen, I mean, you just don't see that kind of spice at the supermarket.
And then I walk around the corner, and find these little packs, and I reel with a sense of confusion. Did I really even need some paprika? Is this the same stuff? without the promises and the complicated meanings? surely it can't be as good.