Aunt Jemima, Uncle Ben, And Rastus

Hardcover (Print)
Buy New
Buy New from
Used and New from Other Sellers
Used and New from Other Sellers
from $22.17
Usually ships in 1-2 business days
(Save 74%)
Other sellers (Hardcover)
  • All (6) from $22.17   
  • New (3) from $82.77   
  • Used (3) from $22.17   


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 Show Less

Editorial Reviews

Library Journal
The portrayal of African Americans by the advertising industry has been at best stereotypic and two-dimensional and at worst demeaning or nonexistent. Kern-Foxworth (journalism, Texas A&M Univ.) chronicles African Americans' first appearances in advertisements in the United States (classified ads for the return of runaway slaves) to the modern celebrity endorsement spots of Michael Jordan and Bill Cosby. Most of her well-researched and -written book focuses on the early days of packaged goods when many of the stereotypically Jim Crow characters have their origins. The author does an excellent job of exploring the nuances of racial stereotyping. The only weaknesses are the occasional digressive cul-de-sac and the use of dated social science research to support the contemporary analysis. Recommended for history, black studies, and media studies collections.-Edward Buller, "Natural History," New York
Read More Show Less

Product Details

Meet the Author

MARILYN KERN-FOXWORTH is Associate Professor in the Department of Journalism at Texas A&M University.

Read More Show Less

Table of Contents

1 Slave Advertisements: A Mirror to the "Peculiar Institution" 1
2 Memories of the Way We Were: Blacks in Early Print and Electronic Advertising 29
3 Myths, Lies, and Stereotypes: Black Advertising Symbols, Characters, and Models 43
4 Aunt Jemima: The Most Battered Woman in America Rises to the Top 61
5 Invisible Consumers: Gaining Equal Representation for Blacks in Advertising 115
6 Separate and Definitely Not Equal: Frequency of Blacks in Advertising 131
7 Blacks in Advertising: Critics Give Two Thumbs Up 149
8 Epilogue: Colorizing Advertising: A 21st-Century Challenge 167
Appendix: African-American Museums and Resource Centers 175
Selected Bibliography 183
Index 191
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)