ABSTRACT

Brothers John Harvey Kellogg and William Keith Kellogg understood the importance of public health concerns, particularly those relating to constipation, and of home economics and dietetics research. The Kellogg’s Corn Flake Company’s investment into home economics became integral to the brand itself and helped establish Kellogg’s as a leader in addressing the growing dietary health concerns of the early twentieth century and in the breakfast food industry. The Kellogg’s Corn Flake Company used “reason why” advertising appeals for its bran cereals to teach consumers about the connections between eating bran and health. While the campaigns changed over time, the main focus of eating bran to prevent constipation remained consistent. The company’s success today can clearly be traced back to its original efforts to address health concerns through advertisements that taught women how to use bran cereal as both a curative and preventative food for constipation and related symptoms. Perhaps more significantly, the Kellogg’s Company’s Home Economics Department influenced early dietary standards established by the government for both the American public and military.

摘要

约翰·哈维·凯洛格 (John Harvey Kellogg) 和威廉·基思·凯洛格 (William Keith Kellogg) 兄弟了解公共卫生问题的重要性，尤其是那些与便秘有关的问题，以及家庭经济学和营养学研究的重要性。家乐氏玉米片公司对家庭经济的投资成为品牌本身不可或缺的一部分，并帮助家乐氏成为解决二十世纪初和早餐食品行业日益增长的饮食健康问题的领导者。Kellogg's Corn Flake Company 使用“reason why”广告来宣传其麸皮谷物，让消费者了解食用麸皮与健康之间的联系。虽然运动随着时间的推移而改变，但吃麸皮以防止便秘的主要重点仍然是一致的。该公司今天的成功可以清楚地追溯到其最初通过广告解决健康问题的努力，这些广告教会女性如何使用麸麦片作为便秘和相关症状的治疗和预防食品。也许更重要的是，家乐氏公司的家政部影响了政府为美国公众和军队制定的早期饮食标准。