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

By Marilyn Kern-Foxworth | Go to book overview
Save to active project

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.


Appendix: Chronology of Important Dates in the History of Aunt Jemima
1889 Pearl Milling Company founded by Charles Rutt and Chris
Underwood.fx
Creation of the first ready-mixed pancake flour.
Aunt Jemima chosen by Charles Rutt as advertising's first living
trademark.
Aunt Jemima Manufacturing Company replaces Pearl Milling
Company.
1890 Aunt Jemima trademark registered by Bert Underwood, brother of
Chris.
Aunt Jemima Manufacturing Company sold to R_ T. Davis Milling
Company.
1893 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.
Davis, dies.
1903 Reorganization of R. T. Davis Milling Company.
1905 Aunt Jemima rag dolls introduced.
1914 R. T. Davis Milling Company reincorporated as Aunt Jemima Mills
Company.
1926 Aunt Jemima Mills Company sold to Quaker Oats Company for
$4,202,077.28.

-107-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Aunt Jemima, Uncle Ben, and Rastus: Blacks in Advertising, Yesterday, Today, and Tomorrow
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 205

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?