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Aunt Jemima, Uncle Ben, and Rastus : Blacks in advertising, yesterday, today, and tomorrow
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Aunt Jemima, Uncle Ben, and Rastus : Blacks in advertising, yesterday, today, and tomorrow

Author: Marilyn Kern-Foxworth
Publisher: Westport, Conn. : Greenwood Press, 1994.
Series: Contributions in Afro-American and African studies, no. 168
Edition/Format: Book : English
Summary:
In this volume, the first work ever on this topic, Kern-Foxworth examines 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

The truly novel subject matter and inclusion of vintage and contemporary advertisements featuring blacks make this a valuable work.  Read more...

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Details

Document Type: Book
All Authors / Contributors: Marilyn Kern-Foxworth
ISBN: 0313267987 9780313267987
OCLC Number: 29030598
Description: xxi, 205 p. : ill. ; 24 cm.
Contents: Slave advertisements: a mirror to the "peculiar institution" -- Memories of the way we were: Blacks in early print and electronic 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 and definitely not equal: frequency of Blacks in advertising -- Blacks in advertising: Critics give two thumbs up -- Epilogue: colorizing advertising: a 21st-century challenge.
Series Title: Contributions in Afro-American and African studies, no. 168
Responsibility: Marilyn Kern-Foxworth ; foreword by Alex Haley.

Abstract:

In this volume, the first work ever on this topic, Kern-Foxworth examines 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 the 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.

The truly novel subject matter and inclusion of vintage and contemporary advertisements featuring blacks make this a valuable work.

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