The 1950s saw several changes in the civil rights movement, which affected advertising in print, television, radio, and personal appearances. The ad copy says, "After the Civil War, after her master's death, Aunt Jemima was finally persuaded to sell her famous pancake recipe to the representative of a northern milling company. Critics say these male figures draw from the “Uncle Tom” stereotype popular in the post-Reconstruction period, in which black men are depicted as obedient and subservient to white people and crave their validation. From there, the company tried to find someone to be a living trademark for the company, according to the African American Registry.

Aunt Jemima History: Logo Changed 6 Times, Rooted in Racial Aunt Jemima History: Logo Changed 6 Times, Rooted in Racial

Though Quaker still had more than one actress appearing as Aunt Jemima during the 1950s, she was absent from more and more of the events in which she had formerly been popular. Black scholars Hallie Quinn Brown, Anna Julia Cooper, and Fannie Barrier Williams used the World's Fair as an opportunity to address how African American women were being exploited by white men. We recognize Aunt Jemima’s origins are based on a racial stereotype,” Kristin Kroepfl, Quaker Foods North America’s chief marketing officer, said in a statement. By then stereotypical dialogue had disappeared from print ads, and the character itself no longer appeared in television advertising, other than the image on the box. The Nelson family of television’s The Adventures of Ozzie and Harriet did several commercials broadcast with their show, without Aunt Jemima appearing, other than her face on the box is prominently displayed.In this context, the slang term "Aunt Jemima" falls within the " mammy archetype" and refers to a friendly black woman who is perceived as obsequiously servile or acting in, or protective of, the interests of whites.

Aunt Jemima pancakes recipe (The best version in the mix!) Aunt Jemima pancakes recipe (The best version in the mix!)

The novel generated both controversy for its depiction of Black stereotypes by some, and critical acclaim from others. The name “Aunt Jemima” is derived from the minstrel song “Old Aunt Jemima” by Billy Kersands, a popular black comedian in the late 19th century. She preferred live performances over the recording studio, and appeared with many of the leading musicians of her day in New York. The label included the image of Aunt Jemima and the name of the product, “Aunt Jemima’s Pancake Syrup”, claiming it as a registered trademark. Richard was born in 1891, and grew up in the tiny community of Fouke 7 miles west of Hawkins in Wood County, Texas.Lewis became well known posing for pictures with visitors and serving pancakes to dignitaries, such as Indian Prime Minister Jawaharlal Nehru. If the mixture is too thick to pour, add another tablespoon of milk; this is optional for the first batch. During her lifetime, it grew significantly, becoming the largest African-American church in the United States, with a membership at that time of over 9,000. Mammies also appeared in dramas and comedy onstage and on radio, often with names other than Aunt Jemima. Jemima was said to use a secret recipe "from the South before the Civil War," with their "matchless plantation flavor," to make the best pancakes in Dixie.

Aunt Jemima Pancake Recipe - Insanely Good

As Riché Richardson, an associate professor of African American literature at Cornell University, wrote in the New York Times in 2015, the icon is “an outgrowth of Old South plantation nostalgia,” which visually portrayed her “as an asexual, plump black woman wearing a headscarf. The earliest versions appeared as the cutouts on the boxes and were identified as “before the receipt was sold” (receipt was an early version of recipe). Since its acquisition of the Aunt Jemima brand in 1926, Quaker Oats has spent decades obscuring the roots of Aunt Jemima, hiring black actresses to portray an innocuous, domestic character who is dedicated to serving delicious pancakes.

The advertising campaign was intended to recover much of the Black demographic which had been lost following numerous boycotts of the brand.