Aunt Jemima, Uncle Ben, and Rastus: Blacks in AdvertisingYesterday,Today,and Tomorrow by Marilyn Fern-Foxworth

1) SLAVE ADVERTISING

 

2) RUNAWAY SLAVES

 

KEY POINT: The investigation of slave advertising was a useful tool forabolitioniststodocument the brutality of slavery. Many slaves were fearfulof retaliationfromtheir owners and refused to disclose the physical violenceagainst thembytheir masters. The abolitionists read the newspapers andcollected adsthatwere proof of how brutally some slaves were treated,etc.

In addition, Fern-Foxworth points out that blacks brought to Americatobecomeslaves were not content with their fate. Discontentment and non-acceptanceoftheslavery system was prevelant before the Civil Rights Movement andMartinLutherKing Jr.

3) COURTING OF CONSUMERS

 

4) AMERICAN CULTURE and the IDEA of BLACK INFERIORITY

 

"Early Advertising was the strongest medium through which Americanwhitebusinessmencould express their feelings toward American blacks andseekto keep controlover those people they considered slaves." (Fern-Foxworth)

 

5) AUNT JEMIMA

6) PROMOTIONAL STRATEGY

7) BLACK STEREOTYPES

Despite the objections from the black community, the Aunt Jemima trademarkhassurvivedfor 100 years.