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Packaging: Container as Context
by Gail F. Stern
The evolution of the Aunt Jemima image offers an interesting case study of how a package can change over time. Figure 5 is an advertisement for Aunt Jemima Pancake Flour as it appeared in a Ladies Home journal of [OCTOBER] 1924.

Round-faced, grinning and wearing a kerchief wrapped around her head, Aunt Jemima was meant to represent an experienced cook and was reminiscent of a stereotypical slave "mammy." (The term "aunt" connotes the closeness, affection and trust in which black servants were held.) The image of Aunt Jemima figured prominently in the design of the 1924 box.
By the 1940's, although the painted illustration of Aunt Jemima had become a more realistic photograph, her portly appearance remained essentially the same. She was still portrayed as a servant and her portrait continued to be a salient feature of the package design. On today's package, Aunt Jemima, who has been relegated to a small oval on the comer of the box, is no longer represented by a photograph. The portrait on the current box is a younger, slimmer image of a black housewife (a checkered sweatband substituting for the familiar kerchief). [For one example of these more "modern" Aunt Jemimas, see the repeated background images repeated in the Betye Saar construction, below.]
While the Quaker Oats Company, which has owned Aunt Jemima Mills since 1926, has transformed an outmoded representation of a black "mammy" to a younger, more upbeat stereotype, she is still recognizably Aunt Jemima. The continuity of the brand name has been maintained while the image of the product has been changed to minimize the suggestion of social inferiority and gain acceptance in today's market.
Gail F Stern, a specialist in American material
culture, has been Museum Curator of the Balch
Institute for Ethnic Studies since 1979. |
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Seizing the Power of Images
[AUNT JEMIMA IN TRUST TO J. PAUL GETTY]
Betye Saar, The Liberation of Aunt Jemima
1972, mixed media, 11 3/4 x 8 x 2 3/4 inches
[SEE IMAGE OF SAAR'S CONSTRUCTION, TO RIGHT]
We [anonymous, connected to the J. Paul Getty art museum in California] asked Martin Rosenberg, professor of art history at the University of
Nebraska, Omaha, to discuss a work of art from four points of view--those of
the artist, the critic, the aesthetician, and the art historian. These four
disciplines form the foundation of discipline-based art education, an
approach that can open up new ways of making, seeing, and understanding art
for students of all ages. Dr. Rosenberg chose Betye Saar's The Liberation of
Aunt Jemima (1972).
Dr. Rosenberg's comments:
Betye Saar's The Liberation of Aunt Jemima, created in 1972, is a work of
mixed media, a series of images layered one on top of the other in a box.
Overall, it measures about 11 3/4 by 8 by 3/4 inches--about as big as a
book. Yet, this assemblage of found objects, with the artist's significant
choices and alterations, overflows its rather small and intimate space with
a disruptive, even magical, intensity.
An artist looking at this work begins to ask questions from the perspective
of his or her own artistic values, such as: Why did the artist present this
content in this way? Does it work? Is there something I can use here? All
artists manipulate visual elements to convey a concept, and so they ask: Do
these elements work together to make a clear statement? And--the critic's
question also arises--how does the skillful way Saar has combined these
images affect how I see the work? Will others see it in the same way?
In part, this work is about stereotyping. It is also about the power of
images and who controls them. At the back layer of this nesting of pictures
and objects in Saar's box are commercial images of Aunt Jemima. She is an
emblem of American consumerism, the smiling, benign, light-skinned symbol of
hearth and home--and of the happy African-American woman confined to one of
the only roles allowed her--that of a household servant. By the repetition
of images, as in the work of Andy Warhol, Saar dehumanizes the image of Aunt
Jemima even further, reducing her to pure facsimile and thereby making us
question the relationship between image and reality.
Looming in front of these images is a "Mammy" doll--formidable, large of
girth, and very Black. It is the sort of effigy that out of this context
might be used to denigrate, much as the painted, cast-iron Black jockeys
decorating the lawns of certain homes in White neighborhoods served as
reminders that Blacks were once the slaves who held the horses. But,
provocatively, Saar has placed a broom in one hand and a gun in the other.
And by doing so she has utterly altered the image: What now lies behind that
innocent smile? With these alterations, an African-American artist has
transformed a negative image into one of power.
We are drawn to the box's outer layer by a picture of an entirely different
Aunt Jemima. This one stands assertively with a squalling White child held
nonchalantly on one hip and with a don't-mess-with-me smile on her face. She
stands behind a white picket fence with a white sheet (an object with
complex associations) draped over it. The sheet is almost obliterated by a
brown fist raised in the Black power salute. So, as we move outward through
this palimpsest of images, the picture of Aunt Jemima is transformed from a
negative stereotype to an assertive, independent human being. Saar has, in
effect, seized control of the power of images to define identity.
What framework do we have for considering the aesthetic questions raised by
Saar's work? We could talk about formal elements, but that wouldn't get us
very far. Artists in the twentieth century have constantly redefined art,
and Betye Saar demonstrates the dadaists' belief that art happens at the
conceptual level. Perhaps the most useful aesthetic stance would be a
postmodern one--one that looks at how images construct what we perceive as
reality.
But, to me, the most interesting question about our critical response to the
work is: How does the gender, race, ethnicity, experience, and age of the
viewer of The Liberation of Aunt Jemima affect his or her response to it? It
is an extraordinarily profound work, and if we have open enough minds and
hearts to let it in, we cannot see it without confronting our own values and
morality, whether one is a Black female or a White male of European descent.
As an art historian, I see Betye Saar's work in a variety of perspectives.
First, the Harlem Renaissance of art and literature in the early part of the
twentieth century brought Black culture and Black consciousness to a wider
audience, setting the stage for artists who, like Saar, wished to express a
distinctly African-American voice. Also, Saar, who started out as a graphic
designer, emerged as an artist during the civil rights movement of the
1960s, a time that helped shape her political outlook.
When she was a girl, Saar lived in Los Angeles, where she watched Simon
Rodia incorporate discarded scraps of glass and metal into his famous Watts
Towers. The idea of using found bits and pieces to construct art goes back
at least to the years between the world wars. An example is in the work of
German artist Kurt Schwitters, who made collages out of trash.
Magic and the occult were also part of Saar's early life. Her mother, who
traced her lineage back to New Orleans, believed herself to be clairvoyant
and was interested in Afro-Caribbean culture and in voodoo. Later, Saar was
strongly impressed by a late 1960s exhibition of the art of Joseph Cornell,
who built boxes combining commonplace objects to create a magical quality.
The Liberation of Aunt Jemima draws its remarkable energy and mystique from
all of these currents. And in raising the issues of power and otherness, it
has wise things to say about our society, its values, and its history. Its
meaning is still as provocative today as it was twenty years ago.
www.artsednet.getty.edu
© 1999 J. Paul Getty Trust
[Interpolations in brackets are neither authorized nor trusted by the Getty Trust. They are not meant to mock Rosenberg or Saar, but they are meant to raise questions about Getty's "interest" in this work.] |
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