THE AUNT JEMIMA ICON

I really did not know anything about this controversial product logo, I only know this mix makes really good pancakes. When I got the message, stating that “In 1989, the image of Aunt Jemima was updated by removing her headband and giving her pearl earrings and a lace collar” I thought that was some kind of racial thing against black people and their traditions. But I always get surprised when I read something about race in America: this time, black people felt that the image of Aunt Jemima was being offensive and stereotypical, and they pushed Quaker until they finally changed the outfit of this lovely and worldwide recognized lady.

The Aunt Jemima topic is really deep, and I think this is a great opportunity to know even more about the American society. The evolution of the logo has shown how race is extremely delicate in America, and a harmless product can make such a controversy, even though the brand members didn’t want to.

The image of the “mammy” was created by the owners (RT Davis Milling Co), when they hired a freed slave lady to dress like a mammy, and offer the product with the flavor and tradition they needed, in order to get people and customers all over America. The image of the mammy, with the overweight, the dress, the bandanna, etc. was used for a very long time, and the product became famous nationwide: They succeeded, and the product got into every American household. After Quaker bought the brand (1926), the stereotype became more aggressive, and I think the problem began when they used language the way they did: Time fo’ dee-licious Aunt Jemima’s (…) ready-mixed fo’ you! Or Folks sho’ cheer for fluffy, energizin’ Pancakes! I mean, it’s really good that the product image is a black loving lady, but why do they have to write the ads that way? I think they were really offensive, and black people reacted, stating that they feel offended by the product image. The Aunt Jemima concept was getting offensive, and people were using it as a stereotype, so the brand needed a change, in order to stop race conflicts between the American cultures.

There's no need to put this kind of written language there

Black people were heard around 20 years later, and Quaker put some earrings and an elegant outfit on Aunt Jemima, removing some extra weight, the bandanna, and all the stereotypes. Some people didn’t understand the change, because they were used to the stereotypical image, even if they didn’t picture her that way. The important result here is that black people were quiet, and they felt completely comfortable with the new Aunt Jemima, and I think that’s the important thing: to get all the society to feel good with the brand, and to eliminate stereotypes which aim to any race, or any kind of people who are different, think different, act different, etc.

This is the current Aunt Jemima icon

I think I’ll keep the brand the way it is, because we can see an elegant black lady, who makes her pancakes with love and warmth. In addition, the brand logo is not showing any stereotype and everybody feel good and comfortable with it, so the last update works, and that’s the only thing that matters.

Source: Aunt Jemima: Negative Stereotype or Iconic Brand? Through Zena’s eyes, 2011.

http://zmblackhistorymonth2011.blogspot.com/2011/02/feb-13-aunt-jemima-negative-stereotype.html