New Books In German Studies

If you’re a native-born American, you’re probably familiar with Aunt Jemima (pancake syrup), Uncle Ben (precooked rice), and Rastus (oatmeal)–commercial icons all. They were co-oped in whole or part from stock characters in American minstrel shows, largely because they suggested to white consumers a comforting though bygone hospitality. Aunt Jemima said “You might not have a loving mammy to do your home cookin’, but you can eat as if you did.” I grew up with Aunt Jemima and loved her syrup dearly, so I knew this. But I did not know that a similar tradition of racist commercial icons existed in Imperial Germany. I do now, thanks to David Ciarlo‘s insightful Advertising Empire: Race and Visual Culture in Imperial Germany (Harvard UP, 2011). The Germans had been using images such as the “tobacco moor” to stamp their exotic trade goods since the eighteenth century. But it was only in the 1890s that they began to use the “moor” in mass advertising p