socioeconomic levels within the African American community" (Jewell, 1993, p. 62).
Again, Aunt Jemima makes history by becoming one of the few trademarks that have remained a part of consumer-oriented products for more than 100 years. The promotional and marketing savvy of the trademark's owners has been unquestionably ingenious. They have been pioneers in American advertising, and in so doing have made a permanent mark in its history. By creating the first living trademark, the owners indirectly gave birth to Mr. Whipple (Charmin toilet tissue) and Madge (Palmolive dishwashing liquid) and made Aunt Jemima a household word.
It should be noted, however, that the insight t0 modify Aunt Jemima's image was not solely the idea of her owners. Quaker Oats, like so many other companies, was given the impetus to change because of the concerted efforts of organizations concerned about the concepts such stereotypical portrayals were forging in young, impressionable minds.
Pearl Milling Company founded by Charles Rutt and Chris|
|Creation of the first ready-mixed pancake flour.|
Aunt Jemima chosen by Charles Rutt as advertising's first living|
Aunt Jemima Manufacturing Company replaces Pearl Milling|
Aunt Jemima trademark registered by Bert Underwood, brother of|
Aunt Jemima Manufacturing Company sold to R_ T. Davis Milling|
Nancy Green debuts as Aunt Jemima at World's Columbian Exhi-|
bition, Chicago, 1893.
|1895||Aunt Jemima paper dolls introduced.|
|1900||Master of promotional strategies for Aunt Jemima trademark, R. T.|
|1903||Reorganization of R. T. Davis Milling Company.|
|1905||Aunt Jemima rag dolls introduced.|
R. T. Davis Milling Company reincorporated as Aunt Jemima Mills|
Aunt Jemima Mills Company sold to Quaker Oats Company for|