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Finding Betty Crocker : the secret life of America's first lady of food / Susan Marks.

By: Material type: TextTextPublisher: New York : Simon & Schuster, [2005]Copyright date: ©2005Description: 274 pages : illustrations ; 22 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0743265017
  • 9780743265010
Subject(s): DDC classification:
  • 641.5973 22
LOC classification:
  • TX649.C76 M37 2005
Contents:
The making of an American myth -- Betty goes Hollywood -- On Betty's watch -- Bake someone happy -- Just add water! -- Kitchens of the world -- Strangely familiar.
Review: "In 1945, Fortune Magazine named Betty Crocker the second most popular American woman, right behind Eleanor Roosevelt, and dubbed Betty America's First Lady of Food. Not bad for a gal who never actually existed." ""Born" in 1921 in Minneapolis, Minnesota, to proud corporate parents, Betty Crocker has grown, over eight decades, into one of the most successful branding campaigns the world has ever known. Now, at long last, she has her own biography. Finding Betty Crocker draws on six years of research plus an unprecedented look into the General Mills archives to reveal how a fictitious spokesperson was enthusiastically welcomed into kitchens and shopping carts across the nation." "The Washburn Crosby Company (one of the forerunners to General Mills) chose the cheery all-American "Betty" as a first name and paired it with Crocker, after William Crocker, a well-loved company director. Betty was to be the newest member of the Home Service Department, where she would be a "friend" to consumers in search of advice on baking - and, in an unexpected twist, their personal lives." "Soon Betty Crocker had her own national radio show, which, during the Great Depression and World War II, broadcast money-saving recipes, rationing tips, and messages of hope. Over 700,000 women joined Betty's wartime Home Legion program, while more than one million women - and men - registered for the Betty Crocker Cooking School of the Air during its twenty-seven-year run." "At the height of Betty Crocker's popularity in the 1940's, she received as many as four to five thousand letters daily, care of General Mills. When her first full-scale cookbook, Betty Crocker's Picture Cookbook, or "Big Red," as it is affectionately known, was released in 1950, first-year sales rivaled those of the Bible. Today, over two hundred products bear her name, along with thousands of recipe booklets and cookbooks, an interactive website, and a newspaper column."--BOOK JACKET.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 641.5973 MAR (Browse shelf(Opens below)) 1 Available A264709B

Includes bibliographical references (pages 247-272).

The making of an American myth -- Betty goes Hollywood -- On Betty's watch -- Bake someone happy -- Just add water! -- Kitchens of the world -- Strangely familiar.

"In 1945, Fortune Magazine named Betty Crocker the second most popular American woman, right behind Eleanor Roosevelt, and dubbed Betty America's First Lady of Food. Not bad for a gal who never actually existed." ""Born" in 1921 in Minneapolis, Minnesota, to proud corporate parents, Betty Crocker has grown, over eight decades, into one of the most successful branding campaigns the world has ever known. Now, at long last, she has her own biography. Finding Betty Crocker draws on six years of research plus an unprecedented look into the General Mills archives to reveal how a fictitious spokesperson was enthusiastically welcomed into kitchens and shopping carts across the nation." "The Washburn Crosby Company (one of the forerunners to General Mills) chose the cheery all-American "Betty" as a first name and paired it with Crocker, after William Crocker, a well-loved company director. Betty was to be the newest member of the Home Service Department, where she would be a "friend" to consumers in search of advice on baking - and, in an unexpected twist, their personal lives." "Soon Betty Crocker had her own national radio show, which, during the Great Depression and World War II, broadcast money-saving recipes, rationing tips, and messages of hope. Over 700,000 women joined Betty's wartime Home Legion program, while more than one million women - and men - registered for the Betty Crocker Cooking School of the Air during its twenty-seven-year run." "At the height of Betty Crocker's popularity in the 1940's, she received as many as four to five thousand letters daily, care of General Mills. When her first full-scale cookbook, Betty Crocker's Picture Cookbook, or "Big Red," as it is affectionately known, was released in 1950, first-year sales rivaled those of the Bible. Today, over two hundred products bear her name, along with thousands of recipe booklets and cookbooks, an interactive website, and a newspaper column."--BOOK JACKET.

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