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Papers > History > Has Aunt Jemima sizzled the Romantic South African American enslavement from 1600
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Has Aunt Jemima sizzled the Romantic South African American enslavement from 1600 |
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Has Aunt Jemima sizzled the Romantic South? African American enslavement from 1600---? From blackface minstrelsy to American advertisement, Aunt Jemima has remained a cultural touchstone of significant political and social change. The Aunt Jemima icon has existed for almost 100 years and has become a symbol characterizing America’s perception of Blacks in America. Starting from her inception, Aunt Jemima has been chained to the derogatory image of “mammy”- a hideous, black woman who, according to White America, was happy and content with her subservience and domesticivity. ... This stereotypic image of mammy became the hallmark for the Aunt Jemima campaign starting in 1889. Aunt Jemima-“mammy”-has metamorphosized and transcended the racist barriers confining her to inferiority since her original publication. ... Through group solidarity and self-determination, Black Americans were able to pressure advertising companies, such as, Quaker Oats, the owner of the Aunt Jemima line, to change the blatantly stereotypic image of Aunt Jemima, the black woman in America. Although, the Aunt Jemima trademark has continued to market, her initial image has dramatically changed as Black Americans position in society advanced. However, despite her apparent reconstruction and superficial makeover, Aunt Jemima’s history still screams White superiority. Although, Aunt Jemima may look different, with her silky lace collar and chic pearl earrings, the mammy image is still boldly ingrained in the minds of many, further perpetuating the southern romantic image of the old plantation days. Racism and discrimination towards Black in America may have changed since Aunt Jemima’s original publication, yet, even in her subtleties, Aunt Jemima is still just a “slave in a box.” Black Face Minstrelsy and the Birth of Aunt Jemima Chris L. ... Underwood, a mill owner who purchased the Pearl Milling Company in 1888, developed the Aunt Jemima icon in 1889, which has left a permanent trademark on American culture for more than 100 years. ... The golden brown pancakes laid on the kitchen table laced with melted butter and thick syrup dripping from the pancake stacks ready to be tasted. Wright enthusiastically exclaimed, “I ate the fist perfected Aunt Jemima pancake, and it is good! ... “Self-Rising Pancake Flour,” was simply not a catchy slogan that would attract and lure American housewives to the shopping aisles. Rutt and Underwood began the quest for a trademark—they were searching for Aunt Jemima. ... The last section of the minstrel show was of particular importance because it stressed original plantation dances such as the cakewalk and genuine African melodies characteristic of plantation life (Toll 201). The cakewalk act that Chris Rutt witnessed was set to a New Orleans style tune called “Aunt Jemima. ... Hypnotized by the power of the song and images of the southern cook, Rutt adopted not only the name of Aunt Jemima for his pancake flour, but also, her image as the southern mammy. ... Out of this repressive environment, Chris Rutt adopted the Aunt Jemima icon. ... The plantation scenes would seem so realistic with Black men and women singing and carelessly dancing, carrying on with a nostalgic air for “those bygone days” of the Old south (Toll 209). Aunt Jemima became the mammy image portrayed in these scenes as a fat cantankerous cook slaved in kitchens of plantations with a massive mouth and dark black skin. ... The fact that the Aunt Jemima trademark was conceived at a black minstrel show, a racist production subordinating blacks, speaks volumes for the nature in which White society recognized Blacks. Even her name, Aunt Jemima, was derogatory in nature. The term “aunt” was used to refer to an elderly black woman during the early 1800s and was used as a substitute for “Mr. ... ” Referring to a black woman as “aunt” and a Blackman as “uncle” further propelled black subjugation by depriving blacks of elderly status. Aunt Jemima was borne out of Blackface Minstrelsy and the racial undertones of the “mammy” image created a contentious context alerting Blacks to protest against the discriminatory caricature of the Black woman. A Personal Appearance: Aunt Jemima Comes to Life Although Rutt and Underwood developed an innovative idea, they both lacked the advertising and marketing skills necessary to make the product sell. ... Davis was an experienced businessman whose products thrived as the economy moved from rural to urban, agriculture to industrial. He had the capitol and experience to make Aunt Jemima come to life. Davis incorporated three major changes in the original Aunt Jemima product. ... The third change, and perhaps the most important was making Aunt Jemima come to life. ... Davis decided to promote Aunt Jemima pancake mix by creating Aunt Jemima—in person (Manring, 74). ... Davis not only wanted Aunt Jemima to be a living mammy but also a traveling salesman. If Aunt Jemima could come to life, her outgoing personality and extraordinary cooking skills could sell the product by charming audiences to give the mix a try (Manring, 74). |
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Title: Has Aunt Jemima sizzled the Romantic South African American enslavement from 1600
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