The Story of British Columbia Salmon as told by “Sammy” gold seal was a booklet which was introduced in 1943 and ran until 1945. The publisher was The Canadian Fishing Company Limited which was based in Vancouver, British Columbia. 

The booklet consists of six pages in total, including a front cover and five pages of written information mixed with images. Most of the images throughout the booklet are three toned, using blue, red, and black colours. The exceptions are the photos of the canned Gold Seal products, the cover and the cartoon character “Sammy”.  The text is done with the same colour palate, using black for the body of words and a mix of red and blue for titles and headings. 

The booklet contains of a variety of information. The Canfisco company (The Canadian Fishing Company Limited) was described in detail including: types of boats they used, size of their fleet and the types and size of the operations they ran. The booklet explains the three types of commercial fishing boats and how nets and hooks were utilized. There is an overview of the canning process, addressing items such as time-sensitive factors for canning and the technology used. Salmon and tuna recipes are provided on the two last pages. The recipes are conveniently placed beside photos of other products and written suggestions promoting the use of them.  The presence of these images and comments really reinforces the advertising goal of the booklet.

The intended markets are implicitly identified.  The cartoon character “Sammy” is one of the ways this booklet is being marketed towards children.  Children would see the cartoon and be drawn in. “Sammy”, along with the fish photo on the cover and the bright colour scheme would appeal to children and would hopefully encourage them to look through the booklet and ask for a canned salmon meal. The recipes at the back of the booklet demonstrate implicit marketing towards women since during that time period it was women who prepared the majority of meals.