Aunt Jemima, Uncle Ben, And Rastus
Subtitle: Blacks in Advertising, Yesterday, Today, and Tomorrow
By: Marilyn Kern-Foxworth ; foreword by Alex Haley.
Series: Contributions in Afro-American and African studies,
Publisher: Greenwood Press
Published: 30 July 1994
Place of publication: Westport, Conn
Language: eng
Format: Hardcover
Number of pages: 205
Subjects: African Americans in advertising -- History
Description: 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.
Notes: Includes bibliographical references and index.