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Aunt Jemima, Then and Now

CHAPTER 6: Beyond the Mythical Norm

Aunt Jemima, Then and Now

Description: https://abagond.files.wordpress.com/2012/09/aunt-jemima.jpeg?w=500&h=303Description: http://3.bp.blogspot.com/-9qCvS0n9jPo/TVeQaqA50rI/AAAAAAAABKY/YkzTuS_DZ3g/s1600/1989AuntJemima.jpg

Quaker Oats’s first slogan (at top) and the new Aunt Jemima (at bottom) introduced in 1989.

Image(s) source http://zmblackhistorymonth2011.blogspot.com/2011/02/feb-13-aunt-jemima-negative-stereotype.html

Aunt Jemima debuted in 1893 and appeared regularly in stores and magazines in the 1920’s and 30’s, sometimes along with the slogan, “Make them with Aunt Jemima Pancake Flour, and your family will ask where you got your wonderful southern cook.” Over the years (and under pressure), Quaker Oats lightened and slimmed her, removed her bandanna and added a pearl earring, in a move to reposition her as “a Black working grandmother” (Kendall, 2012).

References

Kendall, E. (2012). A Lesson in Marketing Magic: The History of Aunt Jemima, Black Girls’

Guide to Weight Loss. Retrieved from http://blackgirlsguidetoweightloss.com/conscious-
consumerism/a-lesson-in-marketing-magic-the-history-of-aunt-jemima/



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