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When television replaced radio as the primary mode of home entertainment, cereal brands wasted no time exploiting it.
电视取代广播成为家庭娱乐的主要方式后，麦片品牌也开始紧跟潮流。
They used the same strategy of in-program marketing, only now it was Howdy Doody and Roy Rogers doing the selling instead of Skippy.
他们使用了和以前相同的营销策略，在节目内打广告，只不过现在用Howdy Doody和Roy Rogers代替了Skippy进行推销。
This was also when cereal mascots were being brought to life in commercials.
也是在这个时候，麦片吉祥物开始在商业广告中焕发生机。
Unlike radio spots, TV ads put the actual product in front of consumers' eyes.
与广播广告不同，电视广告能够将实际产品呈现在消费者眼前。
That meant cereal companies had a vested interest in making the medium look as good as possible.
这意味着如果麦片公司能让这种媒介更成熟，则更符合它们的既得利益。
Many of them poured money into early television technology, which helped fund such developments as color pictures.
很多麦片公司为开发早期的电视技术，即彩色画面等技术投入了大量资金。
From then on, brands with colorful mascots - and colorful cereal - had an advantage on the silver - er, multicolored - screen.
从那时起，拥有五颜六色吉祥物和五颜六色麦片的品牌在黑白——不对，彩色屏幕上把握住了先机。
In the 1980s, companies found a new way to use pre-existing properties to sell products.
上世纪80年代，公司们找到了一种利用现有资产销售产品的新方法。
Suddenly, it seemed that every character from pop culture was plastered on their own box of cereal.
突然之间，流行文化中的所有角色似乎都被贴到了麦片盒子上。
Where debuting an original cereal could cost companies $40 million in marketing in the first year, launching a cereal based on an existing property with built-in recognition cost more like $10 to $12 million.
推出全新的原创麦片品牌可能需要公司在第一年花费4000万美元进行营销，而利用现有的、大家已经熟悉的流行元素推出谷类食品，成本则约为1000万至1200万美元。
Even a Cabbage Patch Kids cereal sold well, initially.
即使是椰菜娃娃麦片，一开始也卖得很好。
The downside was that buyers were only interested in these products for a year or two tops before sales dipped.
不利的一面在于，买家对这些产品的兴趣只会维持一到两年，之后销售额就会下降。
The one exception was Ralston Purina's Ghostbusters cereal, which sold well for an impressive five years straight.
唯一的例外是普瑞纳公司的Ghostbusters麦片，它连续五年都卖得很好。
You may have noticed that most cereals I've mentioned don't quite fit John Kellogg's vision of a bland, ostensibly healthy breakfast.
你可能已经注意到，我提到的大多数麦片并不完全符合约翰·凯洛格对早餐的要求，即清淡、表面上看起来健康。
Added sugar started showing up in ingredients lists shortly after cereal was first marketed to children, but instead of shifting away from the health-food label, companies found a way to have their Cookie Crisp and eat it too.
在麦片首次面向儿童销售后不久，“添加糖”就开始出现在配料表上，但公司们并没有放弃“健康食品”的标签，而是找到了一种方法，创造出Cookie Crisp品牌让消费者接受。
They produced ads claiming that the sugar in cereal gave kids the energy they needed to kick start their day.
他们制作了广告，声称麦片中的糖能够为孩子们提供开启一天生活所需的能量。
The campaign was effective, and health trends in 20th century America reinforced cereal's wholesome reputation.
这一举措十分有效，20世纪，美国的健康趋势巩固了谷物健康的声誉。
In 1967, Harvard nutritionists Dr.Fredrick Stare and Mark Hegsted published two studies linking dietary fat and cholesterol to heart disease and downplaying the role of sugar.
1967年，哈佛营养学家弗雷德里克·斯塔尔博士和马克·赫格斯特德博士发表了两项研究，将膳食脂肪和胆固醇与心脏病联系起来，并淡化了糖的存在。
This approach to health was echoed by experts in the decades that followed.
接下来的几十年里，这种健康理论得到了专家们的响应。
When the USDA introduced its food pyramid in 1992, it had protein sources like meat, fish, and nuts one level from the top with carbs like bread, pasta, and cereal making up the much larger base.
1992年美国农业部推出的食物金字塔中，从上数第二层有肉类、鱼和坚果等蛋白质，而碳水化合物，如面包、意大利面和麦片是我们食用更多的基础类食物。
But the Harvard studies supporting a low-fat diet may have had a hidden agenda.
但哈佛大学支持低脂肪饮食的研究可能有一些隐秘的动机。
A 2016 study revealed that the research had been initiated and funded by the Sugar Research Foundation, a trade group trying to boost sugar's image with health-conscious consumers.
2016年的一项研究显示，低脂肪饮食的这项研究是由糖业研究基金会发起并资助的，该基金会是一个行业组织，旨在提升糖在注重健康的消费者心目中的形象。
Numerous studies have since emphasized the nutritional value of certain fats and the risks of excess sugar, and the food pyramid that technically endorsed 6 to 11 servings of cereal a day has been abandoned by the government.
自那以后，许多研究都开始强调某些特定脂肪的营养价值和食用过量糖分的风险，从技术上讲，每天摄入6到11份谷类食品的营养金字塔已经被政府抛弃。
A story that began, in some ways, with unsubstantiated claims about the benefits of a bland diet mutated, somewhere along the way, to unsubstantiated claims about the benefits of sugar-loaded refined carbohydrates.
某种程度上来说，这个视频开头讲的清淡饮食的好处无凭无据，结尾这个含糖精制碳水的好处也无凭无据。
You might still want to eat cereal for its taste, or nostalgia, or because a cartoon character told you to.
你可能还是会想吃麦片，因为它好吃，为了怀旧，或者是因为有哪个卡通人物告诉你要吃麦片。
But you should probably take the health claims for breakfast cereal with a healthy dose of sugar.
但你可能应该接受早餐麦片中含有适量糖的健康声明。
Uh, salt.
不对，是适量盐。
Ehh, either way.
呃，随便啦。
Thanks for watching.
感谢您的收看。
