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Kraft Cheddar Cheese Cinema Advertisement: Food for Thought (c.1941)

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Food value

This clip chosen to be G

Clip description

This advertisement begins with a black-and-white sequence of the Australian landscape inside a map of the country. The male voice-over announces that while in the past we were a ‘land of plenty’, a Federal Parliamentary Committee has warned that the country now faces a food shortage. The purpose of the advertisement, according to the noble narrator, is to advise viewers how to get the best foods and the best food value.

In a colour sequence, ‘correct’ and ‘completely wrong’ methods of cooking are demonstrated by a woman in a staged kitchen. The narrator continues in his authoritative tone to provide tips on improving the nutritional value of foods when cooking. Combining leftovers with ‘nourishing cheese’ is just one way of doing this. Kraft Cheddar cheese is used as an ingredient in a range of meals shown to the camera. Rich in calcium, Kraft Cheddar cheese is shown to contain the equivalent of four pints (roughly 2.2 litres) of milk in every eight ounce (roughly 225 gram) block of cheese.

Curator’s notes

by Poppy De Souza

By framing the advertisement in the context of food shortages, and through the authoritative tone of its male narrator, Kraft cleverly positions its processed cheese as a product which can contribute to a household’s ability to increase its food value and therefore become a permanent item in the fridge shelf.

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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:

  • You may retrieve materials for information only.
  • You may download materials for your personal use or for non-commercial educational purposes, but you must not publish them elsewhere or redistribute clips in any way.
  • You may embed the clip for non-commercial educational purposes including for use on a school intranet site or a school resource catalogue.
  • The National Film and Sound Archive’s permission must be sought to amend any information in the materials, unless otherwise stated in notices throughout the Site.

All other rights reserved.

ANY UNAUTHORISED USE OF MATERIAL ON THIS SITE MAY RESULT IN CIVIL AND CRIMINAL LIABILITY.

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