Advertisements: General Mills Cheerios, 1970s


Figure 1.--Here we have a 1970s General Mills Cheerios magazine ad from an undate magazine, probably something like Good Housekeeping. The ad includes a Betty Crocker recipie for Chewy-Os which sounds like the Cubs Scouts pictured in ad would enjoy.

Here we have a 1970s General Mills Cheerios magazine ad from an undate magazine, probably something like Good Housekeeping. The ad includes a Betty Crocker recipie for Chewy-Os which sounds like the Cubs Scouts pictured in ad would enjoy. The boys wear the 1970s Cub uniform. The uniform except for the Weeblos cap is essetially the same Cub uniform worn since American Cubbing was introduced in the 1930s. Using Scout uniforms in ads was something the BSA did not often allow by the 1970s. We are guessing that General Mills paid a fee for permission to do so. The ad shows a Cub den and the Den Mother who probably just cooked the Chewy-Os to serve after the den meeting. The ad emphasizes the home-based nature of the Cubbing program. The ad is also a little piece of social history. The Cub sen includes both back and white boys, something that would not hasve been very common in the 1960s. Actually I am not sure how common it would have been in the 1970s as this is magazine ad and not necessarily a photograph of an actual den.











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Created: 2:27 AM 2/16/2006
Last updated: 2:27 AM 2/16/2006