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Introduction
The topic we are focusing on in our timeline is race and its relationship to advertising beginning in the late 1800s through the present day. In our presentation we will explore companies including Nike, Budweiser, Aunt Jemima and more. Our key identification is a shift from overt racism in advertising, to targeting specific cultures, to promoting anti-racism. We will highlight trade cards, advertisements, and commercials that indicated key events that may have caused these shifts. -
Beginning of Aunt Jemima
When the Aunt Jemima brand was first introduced, the logo was steeped in racial stereotypes. The initial logo of Aunt Jemima was meant to represent a "mammy", a devoted servant. The use of stereotypical dialect and racist imagery is evidence of overt racism within marketing during the late nineteenth century. The advertisment is attempting to provide the consumer with the idea of an authentic "southern style" meal by using these racist motifs in order to promote their own product. -
Ebony Magazine 1946
Ebony magazine targets the African-American community. This cover contextualizes the African American view on the limits of race in advertisements at this time (1946). Specifically, a black athlete has to achieve a much greater accomplishment than his white counterpart in order to be positively marketed. Here, Kenny Washington is playing QB, the most important position in football. This signifies the start of positively advertising black athletes, though national racist attitudes are present. -
Civil Rights Movement
The 1950s was a time of change in the United States. Brown Vs. Board of Education happened in 1954, Emmet Till was Murdered in 1955, and Rosa Parks was arrested in 1955. In the article, "The Impact of the Civil Rights Movement on the Advertising Industry," a shift in societal values can be seen in advertising. The author cites a huge decline in racist slogans and depictions after this period. Following this shift, advertising agencies move towards targeting different cultures. -
The Budweiser Neighbors Ad Campaign
This image is interesting because the majority of advertisements such as the "Neighbors" campiagn by Budweiser were initally targeted towards a white audience, seen through the setting and decorations depicted. However, the skin color of the subjects were simply changed in order to target people of color as the company's designated consumer market. Robert Weems see the ad as an unimaginative attempt to court a black demographic without putting in the effort to create racially specific content. -
Ebony Magazine 1965
We use this 1965 cover of Ebony magazine to inspect the attitudes of Ebony magazine’s target audience, the African-American middle class. We see Dr. Martin Luther King Jr marching for equal rights with 50,000 others in Montgomery. The presence of thousands of everyday African Americans in this cover reflects the growing demand for equality in advertisements depicting race. -
Aunt Jemima: Change in Branding
The company tried to change their logo six times over the past century, attempting to hault the eventual social controversy genrated from the racist foundation of the comapny. Two of the more important changes occured, the first in 1968 and the second in 1989. In 1968, the plain kerchief was replaced with a plaid headband, indicating a greater sense of style. In 1989, the headband was removed and she was given pearl earings and a lace collar, slightly improving the assumed social status -
Budweiser "Whassup!?" Commercial
This commercial angered older generations of Budweiser consumers who were used to the Clydesdales and other normalities of Budweiser. Others also claimed that the commercial contained forms of racial stereotypes. Budweiser responded by saying that the intention of the advertisment was to target younger and more progressive consumers. The commercial itself was directed and produced by African-Americans who intended to promote friendship and male bonding.https://www.youtube.com/watch?v=W16qzZ7J5YQ -
Black Lives Matter Movement
In 2013, the Black Lives Matter Movement was created. The reason of creation was after the murderer of Trayvon Martin was acquitted. Other significant events include Colin Kaepernick's anthem protest, and more recently, the events related to George Floyd. Many companies have shifted their advertising campaigns as a result of this. There is much more of a serious presence that helps convey a message of social justice. This also helps start conversations, and increase brand visibility. -
Ebony Magazine 2016
This 2016 Ebony Magazine cover reflects African American’s current view on race in advertising. Specifically, if the most powerful man in the United States is black, advertisers have no excuse to not portray black people in equal positions of power to white people. Throughout the three Ebony Magazine covers, we have seen an appropriate increase in African-American's demand for racial equality in advertisements. -
Changing of the Aunt Jemima Name
In June of last year, PepsiCo, the owner of the Quaker Oats made the announcement that they would be renaming the Aunt Jemima brand. The company acknowledged the name was steeped in racism and that while changes had been made to the brand image in the past couple years that this was not enough. The products from now on will go as the Pearl Milling Company as this was the name prior to Quaker Oats purchasing the rights to this company back in the early 1900s. -
Nike: Anti-Racist advertising
Modern day advertisements are participating in the promotion of anti-racism and the goal of ending inequality. Nike attempts to allign itself with current social and poltical movements aimed at the systemic racial inequality in the United States. They make a statement by using the contradiction of their famous slogan "just do it". Although they are not trying to sell anything, they are still trying to increase brand recognition and support.
https://www.youtube.com/watch?v=drcO2V2m7lw -
Conclusion
Referring to the Aunt Jemima, Budweiser, and Nike ads, there is evidence of 3 distinct waves of raical attitude. First we see blatant racism followed by a period of targeted advertising. Currently we are in an era of ads that promote social justice. The Ebony Magazine magazine covers also offer insight to cultural attitutudes towards African Americans thorughout the past century. It is important to note that all of these advertisements are simply playing on stereotypes in order to gain a profit. -
Bibliography Pt. 2
Selyukh,Alina. “Aunt Jemima Will Change Name, Image as Brands Confront Racial Stereotypes.” NPR, 17 June 2020, https://www.npr.org/sections/live-updates-protests-for-racial-justice/2020/06/17/879104818/acknowledging-racial-stereotype-aunt-jemima-will-change-brand-name-and-image. Smalera,Paul. “Have Mercy! A History of African-American-Targeted Advertising. by Paul Smalera.” Kiss My Black Ads, http://kissmyblackads.blogspot.com/2009/08/have-mercy-history-of-african-american.html#.YX72Ni-B3BL. -
Bibliography
Bosarge, Alexandra B., "The Impact of the Civil Rights Movement on the Advertising Industry" (2015). Honors Theses. 326.
https://aquila.usm.edu/honors_theses/326 Herstory - blacklivesmatter.com. (n.d.). Retrieved October 28, 2021, from https://blacklivesmatter.com/herstory Finnie , William. “How Budweiser Develops Great Advertising Campaigns.” Bizjournals.com, 28 Jan. 2001, https://www.bizjournals.com/stlouis/stories/2001/01/29/smallb5.html. -
Bibliography pt. 3
Snouwaert, Jessica. Aunt Jemima History: Logo Changed 6 Times, Rooted in Racial Stereotype. https://www.businessinsider.com/aunt-jemima-history-logo-changed-6-times-rooted-racial-stereotypes-2020-6. Accessed 28 Oct. 2021. Tsu, Tiffany, Quaker to Change Aunt Jemima Name and Image Over ‘Racial Stereotype’ - The New York Times. https://www.nytimes.com/2020/06/17/business/media/aunt-jemima-racial-stereotype.html. Accessed 29 Oct. 2021. “Home", Ebony.” EBONY, 29 Oct. 2021, https://www.ebony.com/. -
Bibliography Pt. 4
Weems, Robert E. Desegregating the Dollar African American Consumerism in the Twentieth Century. New York University Press, 1998.