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9780275951849

Aunt Jemima, Uncle Ben, and Rastus : Blacks in Advertising, Yesterday, Today, and Tomorrow

by
  • ISBN13:

    9780275951849

  • ISBN10:

    0275951847

  • Format: Paperback
  • Copyright: 1994-11-30
  • Publisher: VHPS

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Summary

"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.

Author Biography

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

Table of Contents

Dedication
Foreword by Alex Haley
Preface
Introduction
Slave Advertisements: A Mirror to the "Peculiar Institution"
Memories of the Way We Were: Blacks in Early Advertising
Myths, Lies, and Stereotypes: Black Advertising Symbols, Characters, and Models
Aunt Jemima: The Most Battered Woman in America Rises to the Top
Invisible Consumers: Gaining Equal Representation for Blacks in Advertising
Separate But Definitely Not Equal: Frequency of Blacks in Advertising
Blacks in Advertising: Critics Give Two Thumbs Up
Epilogue: Colorizing Advertising: A 21st Century Challenge
Appendix: African-American Museums and Resource Centers
Selected Bibliography
Index

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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