Join the Club: Food Advertising, 1930s Children's Popular Culture, and Brand Socialization

Abstract

Relying upon archival research, this article examines children's food advertising during the 1930s. More specifically, I highlight advertiser-created “clubs.” As a complement to 1930s radio and comic strip sponsorships, dozens of national food brands introduced “clubs” for children. Through a series of case studies, I argue 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, who did not enter children's popular culture until the television era, food advertisers sold products meant to be consumed daily; as such, brand loyalty was highly sought after.