by Jonathan van Bilsen
Printed promotional claims have always carried an air of authority, but over the years, organizations, like the Advertising Council of Canada, have worked to safeguard the public from misleading Ad information. However, advertising has not always been held to such high standards.
Take, for example, the processed food industry which has long played a game of presenting unhealthy products as nutritious. This trend began as early as the 1910s, when vitamins were first discovered. By 1942, advertisements for products like ‘Vitamin Donuts’ were circulating, promising health benefits which seem laughable now. However, even today, some brand images stick, despite questionable merits. Ovaltine, marketed as a health drink, is a prime example. Though it is essentially powdered chocolate milk, the company behind it, Nestlé, known for treats like Butterfinger and Häagen-Dazs, continues to push this message.
The marketing of sugary beverages follows a similar pattern. In the 1950s, ads for 7-Up promoted the idea soda could help babies grow strong and healthy. These claims stand in stark contrast to modern concerns about childhood obesity and diabetes, conditions closely tied to excessive sugar consumption, found in things like pop. Research has repeatedly shown how harmful refined sugars are, especially for children.
Then, there is the notorious case of cigarette advertising. Camel cigarettes, in particular, became infamous for featuring doctor endorsements in their campaigns. Starting in 1948, these ads cleverly twisted medical opinions, a practice mirrored by nearly every cigarette company. Chesterfield’s 1953 ads, even used misleading data to suggest smoking had ‘no adverse effect.’
Meat advertising, post-World War II, also leaned heavily on health claims. Eating more red meat, according to ads from the 1940s and 1950s, was touted as a way to stay trim and fit. The American Meat Institute which orchestrated these campaigns, still operates today. Few people, however, are aware nutritionists generally recommend limiting red meat consumption to just two or three servings a week. Concerns over sodium nitrite in processed meats were similarly downplayed by the industry.
Sugar companies in the 1960s, attempted to convince consumers eating sugary snacks before meals, would help them eat less. A 1969 campaign even advised people to drink soda or snack on candy before lunch. The logic behind these ads remains puzzling, and the campaign itself lacked a clear company name, though it did offer a mailing address for ‘Sugar Information.’
In another bizarre chapter of early advertising, the 1920s saw the rise of the ‘Violet Rays’ craze. The Vi-Rex device which plugged into a light socket, promised to cure virtually any ailment. It was not until the 1950s, after numerous recalls and lawsuits, the FDA finally banned the manufacturing of the product.
I guess we have grown, to become more intelligent, because we never believe anything we read… except of course, my column.
Jonathan van Bilsen is a television host, award winning photographer, published author, columnist and keynote speaker. Watch his show, ‘The Jonathan van Bilsen Show’, on RogersTV, the Standard Website and YouTube and follow his adventures at photosNtravel.com
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