Advertising in the U.S. has relied on the exploitation of the Black image. Appealing to a white audience’s romanticized pre-Emancipation ideals, early depictions of Black people often used racist caricatures, such as “Mammies” and “Uncle Toms.” This imagery, with its roots in slavery, reinforced the cultural violence and discrimination toward Black people in a segregated “Jim Crow” society. 

Many mainstream brands for domestic and service products used these bigoted, yet recognizable stereotypes in logos and advertising to suggest excellence and reliability.

Moss Kendrix grew up seeing this imagery and knew it did not reflect his world. Through his work, he acknowledged African American people as full participants in the American experience, reflecting the consumers’ desire for more agency in their lives and careers.

First appearing in 1889, the “Aunt Jemima” logo is based on a racist caricature from a vaudeville parody. Fictional marketing stories described her “legendary recipe” and its sale to the company.

Several actresses portrayed her in advertising and at personal appearances until the late 1960s. The advertising image changed over the years. However, her depiction as serving the consumer remained unchanged.

Following the racial violence of 2020, the logo was removed, and in 2021 the company rebranded as the Pearl Milling Company. In Kendrix’s advertising, Black people were the consumers of the goods and services, not the producers or providers.