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

By Marilyn Kern-Foxworth | Go to book overview

ceiling window of a huge, urban office. The furniture is modern; the art is excellent. The background music is hot jazz, the sax voice is bouncy.

Announcer: "I've got the keys to my new office and the keys to my new Thunderbird."

Slow-Mo Sequence: Beaming with joy, he throws his keys in the air. As the keys come down cut to:

Sequence: Exterior shot of a very attractive, very well-dressed young woman waiting anxiously. Cut to the car's interior: the man inspects the details of the instrument panel. Cut to young woman, still in anticipation.

Sequence: Beauty shots of the car driving in a lovely city setting. Cut to the car pulling up to the young woman. She joins him in the car, they kiss, and they drive, in love, in his new Ford.

Singers: "Have you driven a Ford lately?"

FOURTH COMMERCIAL

Coca-Cola

Opening Sequence: Fast paced, high-energy marching band beat.

Singers: (Chanting) "Coke is it!"

Sequence: A dress rehearsal of the Grambling State Marching Band on a dry, dusty field. Fun, and hot summer sun.

Singers: "Your thirst is grand as a big marching band."

Sequence: Quick, funky, highly synchronized band steps, teamwork, and sweat; lots of quick cuts. Intercuts of a hot sun and pan shots of moisture beading on Coke cans and bottles. Coke is shown as the relief from the broiling summer sun as perspiring band members, seeking relief, pull Coke bottles out of tubs of ice. The band's joy is in the music, the dancing, each other, and in Coca-Cola.

Singers: "Coke is it!"

The commercials were produced by the largest black advertising agency, the Uniworld Group of Chicago.

REFERENCES

Allport Gordon. 1962. The Nature of Prejudice. Garden City, N.Y.: Doubleday.

Atwan, Robert, Donald McQuade, and John W. Wright. 1979. Edsels, Luckies and Frigidaires. Advertising the American Way. New York: Dell Publishing Company.

Barban, Arnold, and Edward Cundiff. 1964. "Negro and White Response to Advertising Stimuli". Journal of Marketing Research 1 (November): 53-56.

Barban, Arnold, and Werner Grunbaum. 1965. "A Factor Analytic Study of Negro and White Responses to Advertising Stimuli". Journal of Applied Psychology 49 (August): 274-79.

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

Table of contents

  • Title Page iii
  • Contents vii
  • Foreword ix
  • Preface xi
  • Acknowledgments xv
  • Introduction xvii
  • References xxi
  • Chapter 1 - Slave Advertisements: A Mirror to the "Peculiar Institution" 1
  • Notes 25
  • References 26
  • Chapter 2 - Memories of the Way We Were: Blacks in Early Print and Electronic Advertising 29
  • Notes 41
  • References 41
  • Chapter 3 - Myths, Lies, and Stereotypes: Black Advertising Symbols, Characters, and Models 43
  • References 58
  • Chapter 4 - Aunt Jemia: The Most Battered` Woman in America Rises to the Top 61
  • Appendix: Chronology of Important Dates in the History of Aunt Jemima 107
  • Notes 108
  • References 109
  • Chapter 5 Invisible Consumers: Gaining Equal Representation for Blacks in Advertising 115
  • Notes 127
  • References 127
  • Chapter 6 - Separate and Definitely Not Equal: Frequency of Blacks in Advertising 131
  • Notes 146
  • References 146
  • Chapter 7 - Blacks in Advertising: Critics Give Two Thumbs Up 149
  • Notes 163
  • References 164
  • Chapter 8 - Epilogue: Colorizing Advertising: a 21st-Century Challenge 167
  • Notes 172
  • References 172
  • Appendix: African-American Museums and Resource Centers 175
  • Selected Bibliography 183
  • Index 191
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