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Aunt Jemima's Advertising Campaign from the Late 19th to the Late 20th Century
Summary: In the late 1880's in Missouri two men named Chris L. Rutt and Charles G. Underwood created a revolutionary instant pancake flour mix. They created the trademark of a black woman in an apron, and red bandanas after seeing a performance of a song entitled "Old Aunt Jemima." This popular song of the time inspired them to use this very image as their company logo. The way they did this was by taking the image of a stereotypical depiction of African American women as servants, and portrayed these servants as fat, unattractive, but happy. Aunt Jemima is a characteristic of most advertising (at this time called reconstruction advertising) with African American women, showing how their place was in the kitchen and to serve the public
In the late 1880's in Missouri two men named Chris L. Rutt and Charles G. Underwood created a revolutionary instant pancake flour mix. They created the trademark after visiting a theater and seeing women in blackface, aprons, and red bandanas doing a performance of a song entitled "Old Aunt Jemima." This popular song of the time inspired them to use this very image as their company logo.
Rutt and Underwood used many different ways to exploit this new image. They used posters, live appearances, memorabilia, and of course on the product itself. These two men practiced advertising in a way where it quickly linked image and product in such a way that a lasting impression is created in the public's mind. They used a clever promotion strategy that promoted the idea that Aunt Jemima was a real cook who made the best pancakes in the south. To know...
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This section contains 1,987 words (approx. 7 pages at 300 words per page) |
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