Aunt Jemima, Uncle Ben, And Rastus
  • Aunt Jemima, Uncle Ben, And Rastus
  • Aunt Jemima, Uncle Ben, And Rastus

Aunt Jemima, Uncle Ben, And Rastus

by Marilyn Kern-Foxworth
     
 

This book provides a mirror to our past--a past that has been ignored or overshadowed for too long. From the foreword by Alex Haley

Kern-Foxworth chronicles the stereotypical portrayals of Blacks in advertising from the turn of the century to the present. Beginning with slave advertisements, she discusses how slavery led naturally to the stereotypes

See more details below

Overview

This book provides a mirror to our past--a past that has been ignored or overshadowed for too long. From the foreword by Alex Haley

Kern-Foxworth chronicles the stereotypical portrayals of Blacks in advertising from the turn of the century to the present. Beginning with slave advertisements, she discusses how slavery led naturally to the stereotypes found in early advertisements. From the end of the slave era to the culmination of the Civil Rights movement, advertising portrayed Blacks as Aunt Jemimas, Uncle Bens, and Rastuses, and the author explores the psychological impact of these portrayals. With the advent of the Civil Rights movement, organizations such as CORE and NAACP voiced their opposition and became active in the elimination of such advertising. In the final chapters, the volume examines the reactions of consumers to integrated advertising and the current role of Blacks in advertising. Its truly novel subject matter and its inclusion of vintage and contemporary advertisements featuring Blacks make this a valuable work.

Read More

Product Details

ISBN-13:
9780313267987
Publisher:
ABC-CLIO, Incorporated
Publication date:
07/30/1994
Series:
Contributions in Afro-American and African Studies Series, #16
Pages:
254
Product dimensions:
6.14(w) x 9.21(h) x 0.63(d)

Table of Contents

Foreword
Preface
Acknowledgments
Introduction
1Slave Advertisements: A Mirror to the "Peculiar Institution"1
2Memories of the Way We Were: Blacks in Early Print and Electronic Advertising29
3Myths, Lies, and Stereotypes: Black Advertising Symbols, Characters, and Models43
4Aunt Jemima: The Most Battered Woman in America Rises to the Top61
5Invisible Consumers: Gaining Equal Representation for Blacks in Advertising115
6Separate and Definitely Not Equal: Frequency of Blacks in Advertising131
7Blacks in Advertising: Critics Give Two Thumbs Up149
8Epilogue: Colorizing Advertising: A 21st-Century Challenge167
Appendix: African-American Museums and Resource Centers175
Selected Bibliography183
Index191

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >