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Essay / Research Paper Abstract
A 3 page book review that examines M.M. Manring's scholarly text Slave in a Box: the Strange Career of Aunt Jemima, which explores the history of this advertising icon and how its meaning has changed over the course of the last century. No additional sources cited.
Page Count:
3 pages (~225 words per page)
File: D0_khajem2.rtf
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Unformatted sample text from the term paper:
in popular culture that connote racial stereotypes. However, there is one long-lasting and notable exception--the "Aunt Jemima" image on a variety of pancake and maple syrup products. M.M. Manrings scholarly
text Slave in a Box: the Strange Career of Aunt Jemima explores the history of this advertising icon and how its meaning has changed over the course of the last
century. Manring begins with the evolution of the "mammy" concept of slave women devoting themselves to raising the children of their white masters and the Old South reality and
mythology. He then shows how this underwent reinterpretation during the Reconstruction and found its way into minstrel shows and turn-of-the-twentieth-century advertising as the Aunt Jemima image. Manring shows how Aunt
Jemima derived originally from a white man, in drag and wearing blackface, who sang in minstrel shows (Manring 1). Aunt Jemima became a face on a bag of pancake flour
when the story of a real-life ex-slave who worked in a Chicago kitchen was fictionalized in a manner sufficiently entertaining to appeal to the crowds at the 1893 Worlds Fair
(Manring 1). Advertising copywriters, in collusion with "one of Americas most distinctive illustrators," gave the image of Aunt Jemima life within the pages of ladies magazines by creating her a
fictitious biography for her, while a succession of real-life women portrayed Aunt Jemima at county fairs and various bake-off competitions (Manring 1). Why is Aunt Jemima an effective marketing image?
Originally, the success of Aunt Jemima as brand name was due to a variety of factors. It was part of the lingering attempts to reunite the country, as it gave
the Norths former enemy a romantic air that many white consumers found appealing. In the early part of the twentieth century, the story of the Old South took on romantic
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