From blackface minstrelsy to American advertisement, Aunt Jemima has remained a cultural touchstone of significant political and social change. The Aunt Jemima icon has existed for almost 100 years and has become a symbol characterizing America’s perception of Blacks in America. Starting from her inception, Aunt Jemima has been chained to the derogatory image of “mammy”- a hideous, black woman who, according to White America, was happy and content with her subservience and domesticivity. Mammy was thought of as a wide-grinned, loyal servant who worked faithfully for her white family with unconditional love and commitment. This stereotypic image of mammy became the hallmark for the Aunt Jemima campaign starting in 1889.

Aunt Jemima-“mammy”-has metamorphosized and transcended the racist barriers confining her to inferiority since her original publication. The years 1968 and 1989 represent the two most important periods in the history of Black Advertising. Whereas before, Blacks were used minimally for advertising and marketing, starting in the 1960’s Blacks appearance in modern advertising reflected the way Black Pow

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