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From the Scoop Archive - 11/9/2002
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The Woman Behind Aunt Jemima
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| The A.B. Frost painting of Aunt Jemima, as she was in the early days. See below for the modern Aunt Jemima, as well as some great collectibles! |
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She was not only one of the greatest advertising icons of all time, but
Aunt Jemima was also the advertising world's first living trademark. And, as
with any such icon, she's had her fair share of controversy. But did you know
who the real Aunt Jemima was?
Born into slavery in 1834, the woman who
would become known to millions as Aunt Jemima was really named Nancy Green. She
was a warm, friendly woman who also happened to be an excellent cook (though,
interestingly enough, the famous Aunt Jemima pancake recipe wasn't hers. It
belonged to a company called the Pearl Milling Company). And it was in 1893 that
she was discovered in Chicago, at the age of 59, by one R.T. Davis.
Head
of the R.T. Davis Milling Company, Davis bought the pancake formula from Chris
Rutt and Charles Underwood when the Pearl Milling Company went bankrupt. And
though it was Rutt and Underwood who came up with the name "Aunt Jemima," it was
Davis who decided to use a living person to endorse it.
History was
made that year at the World's Columbian Exposition in Chicago, the very first
time Nancy Green went public. It was there that she, with her charming and
animated personality, engaged the crowds and supplied them with thousands of
pancakes. In fact, she was such a sensation that police had to be assigned to
keep the crowds moving!
The rest of the story made marketing history.
Soon, Nancy Green signed a lifetime contract with Davis, and her image was on
billboards and advertisements all over the world. Davis was up to his eyeballs
in pancake orders, and flour sales skyrocketed. Even after the Davis Company had
to sell years later, Nancy Green remained the "pancake queen." It wasn't until
1923 when her legacy as a living trademark ended - when she was tragically
struck and killed by a car in downtown Chicago. Two years later, the Aunt Jemima
Mills were purchased by the Quaker Oats Company.
The famous image of Aunt
Jemima was based on the real image of Nancy Green, an original painting of which
recently sold for $9,030 at MastroNet. This painting was rendered by A.B. Frost,
now regarded as one of the great illustrators of the Golden Age of American
Illustration.
Aunt Jemima's image, however, has been modified since the
days of Nancy Green and A.B. Frost. As social climates started to change and the
20th century wore on, many became offended by Aunt Jemima's image and
felt that it was an outdated and negative portrayal of an African-American
woman. If you take a look at today's Aunt Jemima, you'll notice that her
kerchief is gone and her hair is styled. She wears earrings, and appears slimmer
and younger. She does, however, have the same warm and inviting smile that she's
always had.
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The A.B. Frost painting of Aunt Jemima, as she was in the early days. See below for the modern Aunt Jemima, as well as some great collectibles!
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A younger, more stylish Aunt Jemima
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An early advertisement featuring the image of Nancy Green
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An Aunt Jemima pitcher
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Aunt Jemima salt and pepper shakers
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