New in new dust jacket. Glued binding. Paper over boards. With dust jacket. 274 p. B&W Illustrations. Biography of a marketing icon who never existed except in name and changing, modeled photos. Who among us has not put to use a Betty Crocker Cookbook? Invented in 1921 at General Mills, "Betty Crocker" was everpresent in magazines, radio and television, and still is a household friend.
University of Minnesota Press, Minneapolis, MN
Publishers Weekly, 2005-02-14 "Your talks... have given me hope," wrote one listener to the Betty Crocker radio program during the Depression, and according to Marks's largely chronological "biography" (there was no real Betty Crocker), it was human connections like this one that made Crocker one of the most successful marketing tools ever. Filled with treasures from the General Mills archive-including letters sent to Crocker during WWII, reprints of famous recipes and advertisements, and portraits updated through the years-Marks's book introduces readers to the people who breathed life into Crocker's image as the happiest of homemakers. There's Samuel Gale, her inventor, and Florence Lindeberg, who provided her trademark signature in 1921. Other important figures include Neysa McMein, who painted the first Crocker portrait in 1936, and Adelaide Hawley, who played Crocker on television in the 1950s. Marks, who created a documentary film on Crocker, devotes a chapter to the Betty Crocker Kitchens and chronicles the products that Crocker's folksy persona sold to the world, like Bisquick and various cake mixes. In another section, she touches upon-albeit too briefly-Crocker's role in "the fundamental shift in American diets toward... factory-processed convenience foods." Light on analysis but abundant with anecdotes, this is a solid basic history for casual culinary, marketing and American historians. Photos, illus. Agent, Dawn Frederick. (Apr.) (c) Copyright PWxyz, LLC. All rights reserved
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