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\"Can any other food product be as staggeringly difficult and expensive as milk to get from source (in this case, a cow) to destination (milk glass on table) in something loosely approximating its original condition? Cow and goat milk was consumed only in fermented form for centuries (e.g., cheese, yogurt) until modern times. The rise of fresh milk drinking is unnecessary, expensive, bad for the environment, and nonsensical, and has grown into a huge industry only because in the early 20th century advertising campaigns convinced doctors and the rest of us that milk was an essential food. Mendelson's book is a history of the food she describes as \"drinking-milk,\" referring to dairy animals' milk that is consumed in fluid form rather than as some kind of fermented sour milk or cheese. Contrary to popular belief, it never figured prominently in human diets until very recently. Mendelson argues that milk's rise to the status of nutritional mainstay - the first scientifically anointed superfood of the modern industrialized world - was one of the great flukes of food history. The founders of Western medicine had no way of understanding the genetic anomaly that allowed them, unlike most of the world's peoples, to digest lactose from babyhood to old age. In other words, today's mega-industry stemmed from a lack of scientific perspective. Mendelson further argues that in the case of drinking-milk's merits or demerits, early modern medical authorities' unquestioning faith in their own advanced knowledge lured them into misguided teachings destined to form the flawed basis of a huge - and soon troubled - industry that is now on the thin edge of unsustainability. From the Enlightenment era on, the seeds of many future dairy-industry crises lurked in an unavoidable bit of historical mistiming: Medical authorities arrived at a supposedly up-to-the-minute belief that \"sweet\" (unfermented, and thus full-lactose) drinking-milk was purer and more healthful than sour milk, well before crucial scientific advances that might have triggered some doubts. The purpose of this book is not to portray drinking-milk from dairy animals as a dangerous poison but to explain how milk is produced, and to debunk the idea that milk in unfermented fluid form is a food of unique virtues whose use goes back to remote prehistory. Along the way, she provides an interesting look at the history of the raw-versus-pasteurized milk debate, and how it has developed into not only a public health debate but also a 'personal choice' question adopted by those on opposite sides of the political spectrum\"-- Provided by publisher.

Background: Red wine and dairy products have been staples in human diets for a long period. However, the impact of red wine and dairy intake on brain network activity remains ambiguous and requires further investigation. Methods: This study investigated the associations between dairy and red wine consumption and seven neural networks’ connectivity with functional magnetic resonance imaging (fMRI) data from a sub-cohort of the UK Biobank database. Linear mixed models were employed to regress dairy and red wine consumption against the intrinsic functional connectivity for each neural network. Interactions with Alzheimer’s disease (AD) risk factors, including apolipoprotein E4 (APOE4) genotype, TOMM40 genotype, and family history of AD, were also assessed. Result: More red wine consumption was associated with enhanced connectivity in the central executive function network and posterior default mode network. Greater milk intake was correlated with more left executive function network connectivity, while higher cheese consumption was linked to reduced posterior default mode network connectivity. For participants without a family history of Alzheimer’s disease (AD), increased red wine consumption was positively correlated with enhanced left executive function network connectivity. In contrast, participants with a family history of AD displayed diminished network connectivity in relation to their red wine consumption. The association between cheese consumption and neural network connectivity was influenced by APOE4 status, TOMM40 status, and family history, exhibiting contrasting patterns across different subgroups. Conclusion: The findings of this study indicate that family history modifies the relationship between red wine consumption and network strength. The interaction effects between cheese intake and network connectivity may vary depending on the presence of different genetic factors.

From 1758 to 1781, 1,085 women took out advertisements in Madrid’s daily newspaper, the Diario (The Daily). Each of these women sought employment as a wet nurse but described their work in very different ways. Few studies about wet-nursing in early modern Europe have considered what these ads provide: the voices of the wet nurses themselves. Scholars have focused instead on the opinions and recommendations found in anti-wet-nursing literature, centering the perspectives of male, educated elites. What we know about breastmilk and, subsequently, early modern bodies shifts significantly when we consider the words and knowledge of the wet nurses of Madrid. Instead of anxieties about corrupt milk, social status, and religion found in prescriptive literature, I argue that through the inclusion of specifically chosen words in the advertisements in which they self-presented as effective breastmilk producers, nursing women resisted attacks on their profession and reassured parents about their breastmilk’s suitability.

Studies investigated the associations between four Vitamin D receptor (VDR) common variations and interactions of gene-environment factors and atopic dermatitis (AD) in Chinese population are few. In this case-control study, 400 AD patients and 400 controls were genotyped for the FokI, TaqI, BsmI and ApalI variations of VDR genes by restriction fragment length polymorphism analysis. The associations between VDR genes and AD were assessed by univariate and multivariate logistic regression. The interactions between VDR genes and some risk factors were also explored using cross-over analysis. The corresponding odds ratio (ORs) and 95% confidence intervals (CI) were also calculated. The FoKI rs2228570 polymorphism was significantly associated with an increased risk of atopic dermatitis in the co-dominant model (OR=2.93, 95% CI: 1.78-4.82. =0.000), recessive model (OR=2.67, 95% CI: 1.68-4.26, =0.000) and dominant model (OR=1.38, 95% CI: 1.04-1.84, =0.028), and allele model. No significant associations were found among TaqI, BsmI and ApalI polymorphism and AD. The C-A-T-C and C-G-T-T haplotypes significantly increased the risk of atopic dermatitis. For rs2228570, the increased effects were more evident in the subgroups of age ≤8-month, cow milk and mixed, and keeping pet. Interactions between rs2228570 gene polymorphism and family history, age >8, and keeping pet increased the AD risk. The rs2228570 C allele decreased the relative mRNA expression. The FokI rs2228570 C allele of VDR gene could be a risk candidate gene for AD. Interactions between FokI polymorphism and family history and some behaviors may increase the risk of AD.

The now-ubiquitous “Got Milk?” mustache campaign of the late twentieth century features a number of celebrity athlete endorsers in its print advertisements. As innovative as this campaign was, the use of athletes to promote dairy consumption among Americans was not a new marketing trend; the dairy industry has, in fact, sought out athlete endorsers and associations with sport and physical culture since the 1920s. In this paper, I examine the dairy industry's use of celebrity male athletic endorsers in milk-drinking promotions of the first half of the twentieth century. Through an analysis of photographs, posters, and print advertisements, I argue that the dairy industry's association with sport was intended to boost milk sales and ultimately shape a masculine discourse of health, fitness, and vitality around milk consumption.

Purpose The purpose of this paper is to analyse the evolution of “push” marketing in the confectionery industry in Britain during the 1930s. It examines the interplay between a manufacturer and advertising agency in creating advertising for cocoa and chocolate. Design/methodology/approach A survey of the literature examines the uses of health and well-being in the design of advertising in Britain between the wars. The records of Rowntree and its main advertising agency, J Walter Thompson, are used to examine the themes and tactics used in advertising for cocoa and Aero chocolate bars during the 1930s. Findings The paper emphasises the different ways in which health and nutrition was used in advertising for the two products. The campaigns of the 1930s built on earlier use of these themes. J Walter Thompson looked for ways of presenting commodities as “new and improved” and their role extended into pressing for changes to production methods and the nature of products. Themes of modernity, sexuality and lifestyles all featured, confirming conclusions of earlier studies. However, targeting of mothers and of different age and gender groups indicated that market segmentation was used extensively via print media and tailored advertising messages. Originality/value Although Cadbury, Rowntree and confectionery have been studied in depth before, this paper emphasises their role in applying new advertising ideas to everyday items. It points to the influence of advertising on the mass of consumers compared to the middle- and upper-income groups targeted in the marketing of houses, motor-cars and new consumer durables.

Purpose – The main aim of our study is to demonstrate that the Italian way to marketing included not only the “advertising artists” but also what can be labelled as the social network approach, which was mainly used by cooperative enterprises. Focussing on the case study of the Granarolo co-operative, the paper discusses the social network method of marketing as it emerged during the 1950s and 1960s in Italy. Design/methodology/approach – The research draws on different types of primary sources, including co-operative business records, interviews, publications, newspaper articles and advertisements. Findings – In the age of mass consumption, the Granarolo co-operative developed an original marketing strategy based on social networks. This strategy can be considered a kind of community brand based on shared values pre-existing to the brand itself and a kind of viral marketing put in place before the electronic revolution. Research limitations/implications – The research focusses on the Granarolo case study. It can be extended to other co-operative enterprises. However, it is unknown whether the anticipation of viral marketing has also been used by private enterprises. Practical implications – The marketing strategies analyzed in the paper could be a interesting solution for undertakings strictly connected and rooted in their local community or in their Web community. Social implications – In today’s world of the Web, this physical constraint no longer exists, and the social method of marketing exceeds the regional and even the national level. In conclusion, this was an innovative method of marketing and advertising that came into being, ahead of its time, about a half a century before modern Web-based social networks were conceived, yet uses the same concepts, hence its extraordinary originality. Originality/value – This study is the result of an original research which tries to highlight what we could label the Italian way to marketing. Taking into consideration the first two decades of the Granarolo history and focussing on the marketing strategy, our contribution seeks to examine how the social networks approach worked and in what it differs from today brand community and viral marketing.

This essay examines the introduction of the Borden Company's brand mascot “Elsie the Borden Cow” at the 1939 World's Fair. Through an extensive visual analysis of Borden's fair time publicity stills and advertisements, it argues that the creatively conceived “spokes-cow” functioned as a much needed public relations ambassador for an industry in turmoil and as a highly gendered symbol of agrarian nostalgia at a time when new technologies upended traditional methods of dairy farming and revolutionized the consumer marketplace. Most celebrated among these technologies was the Rotolactor, a mechanical milking system that was the Borden Pavilion's centerpiece at the fair. Elsie's considerable popularity demonstrates that Borden's success also depended on the cultivation of nostalgic, pastoral visions of American farming as the nation stood at the threshold of a new era in industrialized agriculture.

Wet nursing and cross-nursing both involve the breastfeeding of a baby by someone who is not the baby's mother. They differ in that wet nurses were usually employees in paid situations and the breastfeeding was not reciprocated, whereas cross-nursing was between peers and was usually unpaid and could be reciprocal. In Australia at the turn of the twentieth century wet nurses were employed in private homes or institutions. By the 1920s, finding a wet nurse had become extremely difficult, but informal cross-feeding existed long after this. This study examines both practices in twentieth century Australia, 1900-2000, and includes a discussion of the decline of human milk banks, another means of sharing mothers' milk.

This paper examines the marketing activities of Nestlé in the Ottoman Empire between 1870 and 1927. Nestlé began with the same strategy it had developed in Western markets for the Ottoman market. But the Ottoman political, social, and cultural context differed considerably from Europe. The article explores how Nestl´e responded to this complex marketing environment with increasing local differentiation. It goes on to demonstrate that as well as its variegated approaches to the ethnically, religiously, and culturally heterogeneous urban consumer, Nestlé's success derived from its ability to connect with different strata of society. I argue that the Ottoman Empire, and especially its capital Istanbul, were strategically essential to Nestl´e's development of its adaptive global marketing strategy.