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"Aunt Jemima is Alive and Cookin’?" An Advertiser’s Dilemma of Competing Collective Memories

Eastern Michigan University, Ypsilanti, MI 48197, judy.davis{at}emich.edu

This article discusses how a proposed advertising theme created a strategic and public relations dilemma for a team of modern-day marketing executives when viewed in the context of the promotional history of the Aunt Jemima brand. Using collective memory theory as a framework, this article explores alternative perspectives of the brand’s image among black and white consumers in light of a controversial proposed advertising theme. Archival records housed in the Smithsonian’s National Museum of American History allow for a reconstruction of the executives’ decision scenario, ramifications of the advertising strategy, and a discussion of implications for contemporary practitioners.

Key Words: advertising strategy • African Americans/blacks in advertising • Aunt Jemima brand • collective memory theory • multicultural marketing

Journal of Macromarketing, Vol. 27, No. 1, 25-37 (2007)
DOI: 10.1177/0276146706296709


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