Aunt Jeemima Research Paper

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Since the late 1890s, advertising icon Aunt Jemima has been imprinted into the American historical past-practically unchanged from her first appearance as a controversial image until her makeover in1989. As of 1926, the Quaker Oats Company of America owned and operated the logo for products of Buttermilk Pancakes and Waffle Mix that were introduced in 1957. Aunt Jemima was the typical personification of stereotype since the transformation of appearance- a young dark black woman of colour, dressed in standard slave attire set to work in the kitchen in an apron and bandana. However, Aunt Jemima today is presented older has a light-brown complexion with alteration of grey Afro hair and pearl earrings with the attempt of presenting her to appear…show more content…
I chose this advertising icon of Aunt Jemima depicted on a Pancake mix as a focus of the formation that was directed by situating several racist traditions in expatiating the African Americans- by the stereotypes, the myth of the Old South, gender role of a black woman, and the displaying of the Other. This image of Aunt Jemima helps to explain how the white manufactures took power of the racist ideology that inherent and provoked stereotype of a black woman to increase profit in sales. Some of the themes that support the visual representation of Aunt Jemima’s image are portrayed in the lectures on commodities and advertising, gender, ethnographic gaze, and cultural imperialism. The concepts that will be used to analyze the advertising icon of Aunt Jemima is linking commodity culture, race, clinical gaze, and the practice of promoting a more powerful culture the Americans over a least desirable culture of African Americans, and gender roles of a black woman stored as a slave within the pancake mix box and various other…show more content…
As the woman on the box has transitioned in appearance changes, she remains the same iconic figure that symbolizes the relationships among a black servant woman, the kitchen, and the easy preparation of good food. The merchandising of the products with Aunt Jemima’s identity on it is still successful today as a powerful commodity for the Quaker Oats Company to convey. As part of the history of America, Aunt Jemima became an important figure, while her original portrayal wouldn’t have been acknowledged if the product did not reach success. As she evolved through time, she is represented as a working wife or mother of African-American descent, rather than previously being depicted as a stereotypical Southern African American

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