Gerber’s century-long “Babies Need It” campaign revolutionized how America feeds its infants—shaping parenting culture, solidifying corporate trust, and embedding baby food into public health messaging. From its iconic baby logo to medical endorsements and emotional marketing, Gerber masterfully merged science, maternal identity, and convenience into a near-universal brand loyalty. This episode dissects the brand’s evolution, psychological tactics, and cultural influence—revealing how Gerber turned parenting into a lifelong consumer journey.
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Works Cited
"Advertising: It's Two Years Since This Baby Had Her First Vegetables." The Saturday Evening Post, 18 Jan. 1930, p. 117. Centers for Disease Control and Prevention (CDC). "Breastfeeding among U.S. Children Born 2009–2016, CDC National Immunization Survey." CDC Breastfeeding Report Card, 2019, www.cdc.gov/breastfeeding/data/reportcard.htm. Clarke, Adele E. Disciplining Reproduction: Modernity, American Life Sciences, and the Problems of Sex. University of California Press, 1998. Gerber Products Company. “Gerber: 100 Years of History.” Gerber.com, 2020, www.gerber.com/about-us/our-history. Gerber Products Company. Gerber Print Advertising Collection, 1928–1975. Gerber Archive, Fremont, MI. Nestlé S.A. “Nestlé Completes Acquisition of Gerber.” Nestlé Press Release, 1 Sept. 2007, www.nestle.com/media/pressreleases/allpressreleases/gerber. Nestlé USA. Nestlé in the U.S. – Fact Sheet. 2015. Internal Corporate Publication. Newman, Elizabeth M. Our Babies, Ourselves: How Biology and Culture Shape the Way We Parent. Anchor Books, 1998. Ogle, Maureen. In Meat We Trust: An Unexpected History of Carnivore America. Houghton Mifflin Harcourt, 2013. Pomeranz, Jennifer L., and Jennifer L. Harris. “Children’s Food and Beverage Marketing: Oversight and Opportunities.” Current Obesity Reports, vol. 9, no. 3, 2020, pp. 365–374. SpringerLink, doi:10.1007/s13679-020-00400-7. Schneider, William H. Quality and Quantity: The Quest for Biological Regeneration in Twentieth-Century France. Cambridge University Press, 1990. Stearns, Peter N. Battleground of Desire: The Struggle for Self-Control in Modern America. NYU Press, 1999. Story, Mary, and Simone French. “Food Advertising and Marketing Directed at Children and Adolescents in the US.” International Journal of Behavioral Nutrition and Physical Activity, vol. 1, no. 1, 2004, p. 3, doi:10.1186/1479-5868-1-3. Thompson, Charis. Making Parents: The Ontological Choreography of Reproductive Technologies. MIT Press, 2007. U.S. Federal Trade Commission. A Review of Food Marketing to Children and Adolescents: Follow-Up Report. 2012, www.ftc.gov/reports/review-food-marketing-children-adolescents-follow-report. Wiley, Andrea S. Re-Imagining Milk: Cultural and Biological Perspectives. Routledge, 2010.
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