From the Factory to the Table: Advertising Cookbooks and the Changing Face of American Domestic Cookery 1880-1941
3b. Purity: Clabber Girl
"Those who have noticed the unpleasant odors emanating from hot biscuits made with inferior material will appreciate the deliciousness exhaled from hose made of standard wheat flour with the good old Clabber Girl Baking Powder."
Hulman and Company. 1931. Clabber Girl Gives Appetite to All. Terre Haute, IN: Hulman and Company.
 p. ; ill. : 21 cm.
The issue of purity and the spectre of impure foods maintained currency as a point of advertising, but the lengths that some companies felt necessary to attach themselves to the issue were great. Clabber Girl constructs an oblique and tenuous argument that flour has all the necessary nutrients for healthy blood, that healthy blood is the key to all health, and that only Clabber Girl Baking Powder is pure enough to maintain flour's health-giving properties.
This short booklet presents a scattershot advertising strategy, trying a little bit of everything and hoping that something sticks. The testimonials are particularly interesting for their rhetoric of shame, with Clabber Girl saving marriages and correcting the failure of young wives to live up to mother's cooking. The whimsical and sometimes offensive generic illustrations and doggeral verse are often so tangentially related to the text that they become non sequiters.
For further description, including call number, please see this item's catalog entry.