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Advert for the Ministry of Food 1946
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Advert for the Ministry of Food 1946
Is your child missing something ? You are, naturally, eager to do the best for your under-five child. And if you don t give him his Cod liver Oil and orange juice, you ve a reason! Any sensible mother wants to know the whys and where-fores before she decides. Date: 1946
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Media ID 14127900
© Illustrated London News Ltd/Mary Evans
1946 Advice Babies Campaign Diet Difficulties Effort Encourage Encouragement Foods Health Healthy Household Householders Juice Liver Minister Ministry Munition Overcome Preserve Preserving Questions Rich Vitamin
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EDITORS COMMENTS
In the midst of the post-war recovery in Britain, the Ministry of Food launched a campaign in 1946 to encourage households to ensure their under-five children were receiving essential nutrients for optimal health. This advertisement, featuring a concerned mother and her curious child, highlights the importance of Cod Liver Oil and Orange Juice in a child's diet. With the country still reeling from the effects of the Second World War, the government's emphasis on preserving and encouraging good health was a priority. The Ministry's message was clear: "Is your child missing something?" The answer, according to their experts, was yes, if Cod Liver Oil and Orange Juice were not part of the daily routine. The reasons for this recommendation were rooted in the nutritional value of these foods, which were rich in Vitamins A and D, crucial for healthy growth and development. The image of a mother and child, with the mother holding a bottle of Cod Liver Oil and a glass of Orange Juice, conveyed a sense of nurturing and care. The caption's tone was reassuring, acknowledging that mothers wanted to do the best for their young children, but also emphasizing the need for knowledge and understanding before making decisions. This advertisement reflects the broader context of the 1940s, a time when the country was making great efforts to overcome the challenges of wartime and preserve a sense of normalcy at home. The Ministry of Food's campaign was one of many initiatives aimed at supporting households during this period of transition and change.
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