The purpose of the booklet is to offer recipe ideas to consumers incorporating Carnation Evaporated Milk as a means of advertising their product. The pamphlet showcases the different ways that the milk can be used in meals. Many different recipes created for breakfast and even mid-day snacks are shown such as waffles, scrambled eggs, French toast, and muffins. The “Hot Breakfast for Winter Days” pamphlet also gives advice to its consumers on how to prepare the milk. For example, it states that it should be diluted with an equal amount of water and used as it comes in the can for coffee. In this way, the consumers can appreciate and enjoy their product completely. This, in turns, leads the consumers to buying more.
          One reason that Carnation mainly targeted recipes for the winter months, may be due to the fact that condensed milk is a perishable item and can be stored for a long time. This makes it easier to buy it in bulk and use it throughout the winter season saving trips to the supermarket. At this time period, refrigerators were also relatively small making it difficult to store a number of items in the fridge.
          This pamphlet is mainly targeted to women, or housewives, as most culinary advertisements were at this time. Mary Blake, just like Betty Crocker and other fictitious faces of food companies, was a confidant to women. Women wrote Mary Blake letters and followed her advice (Avakian and Haber, 2005, p. 29) Therefore, Mary Blake was the perfect face for this recipe pamphlet as women trusted her and her recipes.