COMM 4602 Chapter Notes - Chapter n/a: Tom Mix, Ovaltine, Food Marketing

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Document Summary

Reading #1 join the club: food advertising, 1930s children"s popular culture, and brand. This article examines children"s food advertising during the 1930s. As a complement to 1930s radio and comic strip sponsorships, dozens of national food brands introduced clubs for children. The author argues that by creating these clubs, national food advertisers embedded themselves in children"s popular culture with the outcome of brand socialization not simply immediate sales. These clubs offered access to exclusive branded communities, encouraging children to be brand-conscious and brand-loyal consumers. Unlike toy advertisers, food advertisers sold products meant to be consumed daily; as such, brand loyalty was highly sought after. In 1930, general mills president james ford bell concluded the child was the ultimate consumer of breakfast cereal and must be won. Bell thought the tastes of the family are actually shaped by the most powerful of dictators, the housewife"s adored children.

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