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Kraft Cheddar Cheese Cinema Advertisement: Your Daily Diet (c.1947)

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Your daily diet

This clip chosen to be G

Clip description

Nutrition experts tell us that to keep in top physical condition depends on what we eat (or don’t eat).

Examples from the main food groups are laid out on a table. These groups are described as the protective foods, the energy foods and the body builders. The male voice-over suggests to the audience that we should select foods from each of these groups every day to get all our nutrition needs. As he speaks, a woman presents some of the foods to camera. Kraft Cheddar cheese is shown to be in all three groups of foods.

The next segment shows a range of dishes (snacks, savoury, salads and mains) which incorporates Kraft cheese as an ingredient when cooking. A family then sits down to enjoy an evening meal containing Kraft cheese.

Over the final product shot, the voice-over concludes that Kraft cheese is better for you and it tastes better ‘because it’s blended better’.

Curator’s notes

An early example of cross-promotion of products can be seen when Kraft Vegemite is conveniently placed amongst the assortment of protective foods.

As in the Kraft cheese advertisement, Unexpected Guests, the woman who presents the assortment of food on the table is only shown from the shoulders down. This clearly communicates that it is her body, not her mind that is of use here. The mind, the voice and the authority of the advertisement are personified in the male voice-over.

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australianscreen is produced by the National Film and Sound Archive. By using the website you agree to comply with the terms and conditions described elsewhere on this site. The NFSA may amend the 'Conditions of Use’ from time to time without notice.

All materials on the site, including but not limited to text, video clips, audio clips, designs, logos, illustrations and still images, are protected by the Copyright Laws of Australia and international conventions.

When you access australianscreen you agree that:

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  • You may embed the clip for non-commercial educational purposes including for use on a school intranet site or a school resource catalogue.
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