Guest Post: How advertising shaped Thanksgiving as we know it

Samantha N. N. Cross, Iowa State University

I have always been intrigued by Thanksgiving – the traditions, the meal, the idea of a holiday that is simply about being thankful.

For my family, Thanksgiving is all about the food. Some foods, like turkey and mashed potatoes, may be familiar. But there are a few twists. Since I grew up in the Caribbean, I’m allowed a Caribbean dish or two. The reliability of the menu – with a little flexibility sprinkled in – seems to unite us as a family while acknowledging our different cultural backgrounds.

Libby’s continues to fiercely compete with pumpkin pie peddlers Borden’s, Snowdrift and Mrs. Smith’s for a place on the Thanksgiving table.
Jean Beaufort

Chances are you and your family have similar traditions. Filipino-American families might include pancit. Russian-American families might serve a side dish of borscht. That’s what makes Thanksgiving unique. It’s a holiday embraced by people regardless of their religion or ethnicity.

Yet despite this adaptability, there’s a core part of the meal that almost everyone embraces. How did this come to be? Although few appreciate it, advertisers have shaped the meal as much as family tradition.

A uniquely broad appeal

When Sarah Josepha Hale, the editor of Godey’s Lady’s Book, first advocated for Thanksgiving as a national holiday in 1846, she argued that it would unify the country. In our research, my colleagues and I have been able to show that Hale’s vision for the holiday has been largely fulfilled: Inclusivity of people and traditions has been Thanksgiving’s hallmark quality.

A reason for its broad appeal is that it lacks any association with an institutionalized religion. As one interviewee told us, “There is no other purpose than to sit down with your family and be thankful.” And after interviewing a range of people – from those born in the U.S. to immigrants from countries like South Africa, Australia and China – it became obvious that the principles and rituals they embraced during the holiday were universal no matter the culture: family, food and gratitude.

But as a relatively new holiday – one not tied to a religious or patriotic tradition – a shared understanding of the celebration and the meal is crucial to ensure its long-term survival.

While there might be subtle variations, the Thanksgiving meal is the lodestone of the holiday, the magnet that brings people together. Today, familiar items constitute the meal: turkey, cranberry sauce, stuffing, gravy, alcohol, salad, apple pie and pumpkin pie. Many of our interviewees tended to serve some version of this list.

But why these items and not others? What makes turkey, cranberry sauce and pumpkin pie so special? My colleagues and I studied 99 years of Thanksgiving ads in Good Housekeeping magazine to find out.

Marketing a ritual

Starting with Thanksgiving’s early champion, Sarah Josepha Hale, the history of Thanksgiving is rooted in marketing. Marketers not only helped create many of the rituals and cultural myths associated with the Thanksgiving meal, but they also legitimized and maintained them.

Aladdin Cooking Utensils advertises its double roaster in a 1920 issue of Good Housekeeping.
Good Housekeeping

Initially, the Thanksgiving turkey competed with other meats, like duck, chicken and goose, for centerpiece at the Thanksgiving table.

But by the 1920s, turkey had become the only meat advertised. Early ads would focus on how to prepare and present the perfect bird, promoting branded tools like roasters, ranges, pop-up thermometers and oven-cooking bags.

Iconic Swift’s Premium turkey ads focused on the sacredness of the meal by featuring families at prayer, giving thanks before the meal begins. The importance of the turkey to the Thanksgiving celebration dominates, helping to perpetuate the Thanksgiving turkey tradition.

Meanwhile, early ads for the Eatmor Cranberry Company positioned their whole cranberries as a perfect complement to any and all Thanksgiving meat dishes. This brand dominated until the 1930s when another brand, Ocean Spray, entered with its canned gelatin cranberry sauce.

Eatmor Cranberries – which used to be the king of Thanksgiving cranberry sauce – advertises in a November 1926 issue of Good Housekeeping.
Good Housekeeping

Ads for both brands implied that cranberry sauce has been around since the first Thanksgiving dinner, which was highly unlikely. However, the brand positioning war successfully promoted cranberry sauce as the natural condiment for the Thanksgiving turkey. Ocean Spray would triumph and, to this day, promotes whole cranberries and canned gelatin.

Considered by many to be the quintessential Thanksgiving dessert, pumpkin pie also wasn’t present at the first Thanksgiving meal. (The Pilgrims lacked the butter, wheat flour and sugar to make the pastry.) Nonetheless, beginning as early as 1925, a range of brands – for example, Borden’s, Snowdrift, Mrs. Smith’s and Libby’s – have competed fiercely to connect pumpkin pie to the season, the holiday and the meal. It’s a rivalry that continues to this day.

The role of the consumer

Not every product category or brand succeeded in becoming a core part of the Thanksgiving meal.

A Swift’s Premium Turkey ad from 1964.
Wishbook

A Welch’s ad from the 1960s implies that the first Thanksgiving meal included juice made from grapes. In 1928, Diamond marketed their walnuts as an accessory to dress up Thanksgiving dishes. Despite vociferous ad campaigns, few associate Welch’s grape juice or Diamond walnuts with Thanksgiving today.

But those early 20th-century ads for turkey clearly resonated: Today, nearly 88 percent of U.S. households have turkey on Thanksgiving, and approximately 20 percent of the turkeys consumed in any given year are consumed at Thanksgiving. This is a testament to the enduring influence of marketing on the holiday. For brands like Butterball (formerly Swift’s Premium), Thanksgiving is big business.

Whether you’re a turkey fan or not, prefer apple pie to pumpkin pie, enjoy canned gelatin over whole cranberry sauce, by celebrating Thanksgiving, you play a role as well. Marketers may have shaped many of the rituals of the holiday. But all Americans – from all backgrounds – certainly do their part to maintain them.

After all, brands need customers to survive.

Samantha N. N. Cross, Associate Professor of Marketing, Iowa State University

This article was originally published on The Conversation. Read the original article.

Guest Post: 5 Ways To Avoid Thanksgiving Dinner Fights

As we take our attention off disagreements with others, we can watch the quality of conversation change.

by Barry Brownstein

Political divisions are ugly, and those divisions have spilled over onto the Thanksgiving table. One study found that “partisan differences cost American families 62 million person-hours of Thanksgiving time.” Presumably, those same differences are impacting the quality of family time throughout the year.

Time to count our blessings has become another opportunity to count our grievances.

Here are five suggestions to help bring harmony to your Thanksgiving table.

1. Begin with Your Purpose in Mind
Our mind selectively interprets our experience, in part, based upon where our attention is focused.

When our purpose at the dinner table is clouded by wishes to feel superior to a relative who “just doesn’t get it” we are setting ourselves up for an unhappy Thanksgiving. Since our attention is directed by our purpose, our mind will jump on every shred of evidence to confirm that our relative is a “problem.”

By allowing our mind to gnaw on irritations and grievances, we have made harmony dependent upon others behaving as we think they should. Notice, as details of our complaints fill our mind, we suffer more.

We can lead by going first; we can find our higher purpose for this year’s Thanksgiving gathering. As we take our attention off disagreements with others, we can watch the quality of conversation change.

2. Ask Yourself: Would I Rather Be Right or Happy?
Is it important to have an opinion about everything?  How often do we look for a pause in the conversation so we can tell others why they are wrong?

When we express an opinion that doesn’t need to be expressed, we are saying to the other person: My function is to correct you, and your function is to accept my correction. Should we be surprised if others resist us?

Ryan Holiday, author of several books on Stoicism, writes of the price we pay for our opinions:

“If you were to think of the worst punishment you could inflict on a person it would be to cast a spell on them that says, ‘You will now have a strong opinion on everything you see and hear.’ Why? Because inevitably they find that much of what happens to them is disagreeable to that opinion, and worse, they will find themselves in many pointless disagreements with other people about those opinions.”

Here is the good news. We can be grateful for our opinionated relatives; they provide us an opportunity to practice not having to always be right. We can choose, instead, to be curious about the opinions of others.

3. Practice Ben Franklin’s Humility Rule
In his autobiography, Ben Franklin writes of learning of a flaw in his own character revealed to him by a friend: “I was generally thought proud, that my pride showed itself frequently in conversation, that I was not content with being in the right when discussing any point, but was overbearing and rather insolent.”

Franklin realized he was lacking in humility and, despite practice, he could not “boast of much success in acquiring the reality of this virtue.” So, Franklin added a rule to his life:

“I made it a rule to forbear all direct contradiction to the sentiments of others, and all positive assertion of my own. I even forbid myself, the use of every word or expression in the language that imported a fixed opinion, such as certainly, undoubtedly, etc., and I adopted, instead of them, I conceive, I apprehend, or I imagine a thing to be so or so, or it so appears to me at present.”

Franklin noticed how contradicting others gave him pleasure: “When another asserted something that I thought an error, I denied myself the pleasure of contradicting him abruptly, and of showing immediately some absurdity in his proposition.”

This Thanksgiving, we can practice denying ourselves the “pleasure” of contradicting others.

4. Understand the Nature of Feelings
We believe that the intensity of our feelings is a signal that we are right and others are wrong. Upset feelings are a guide to the quality of our thinking and not the correctness of our position. When we experience intense emotions, we commonly attribute our emotions to what is external. We are certain that “obnoxious” Uncle Joe has caused our discomfort by expressing his flawed opinions.

Full stop! Being irritated, being annoyed, being angry are pre-existing qualities in us and are not caused by Uncle Joe. Our reaction to Uncle Joe reveals to us a flaw in our own character.

Instead of irritation, we can cultivate gratitude by remembering how the sacrifices of the family members sitting at our table have improved our lives.

5. Reflect on Our Shared Human Experience
Politics is divisive, but all human experiences have common elements.

Viktor Frankl, the famed psychiatrist and author of Man’s Search for Meaning also wrote The Will to Meaning. In it, he describes a “tragic triad” of human experiences. He observed, “There is no human being who may say that he has not failed, that he does not suffer, and that he will not die.”

Before a cosmic moment has gone by, everyone at our Thanksgiving tables will experience Frankl’s “tragic triad.”

We can look at the faces around the table and let our hearts melt with the truth of our common journey.

When we focus on what we share, and not what divides us, Love comes to the forefront of our experience.

Reprinted from Intellectual Takeout.

Barry Brownstein is professor emeritus of economics and leadership at the University of Baltimore. He is the author of The Inner-Work of Leadership. He delivers leadership workshops to organizations and blogs at BarryBrownstein.com, and Giving up Control.

This article was originally published on FEE.org. Read the original article.