This is an advertisement encouraging the consumption of Tnuva dairy products as a way of watching one’s weight including a list of dairy products and their fat content. The caption reads, “Watch Your Weight” and “Tnuva Dairy Products for Watching Your Weight.” The literal translation of the phrase in Hebrew is “Guard Your Weight,” which explains the illustration of a knight in armour. The knight is holding a large sword and a shield that bears the Tnuva logo.
The list that appears on the advertisement demonstrates the large variety of dairy products available in Israel: various yoghurt-like products such as raz, gil, eshel, prigurt, and yoghurt, which differ in their fat content, texture, and flavour, and different types of soft white cheeses such as Canaan, Savyon, white cheese, and cottage cheese.
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Otte Wallish - The logo, created in the 1930s by the designer Otte Wallish (1903–1977), considered the first Hebrew graphic designer, contains the letters “T” in English and “ת” (taf) in Hebrew. Wallish’s designs include the calligraphy of the Israeli Declaration of Independence, the first logos of Israeli manufacturers Tnuva and Osem, and the first Israeli postage stamps.
Tnuva - The food company Tnuva was founded in 1926, when the leaders of the kibbutz movement decided to form cooperatives to distribute and export several types of food products. Tnuva was created to market dairy products and later also meats and soon became the largest food manufacturer in Israel. Since 2014, Tnuva has been owned by a Chinese state company.
Israeli Diet - The Israeli diet is a Mediterranean diet that is greatly influenced by its abundant agricultural produce. Due to Israel’s rich diet of fresh fruit and vegetables and its wide variety of dairy products, it is considered one of the healthiest in the world.