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Title: Slave in a Box: The Strange Career of Aunt Jemima (The American South Series) by M. M. Manring ISBN: 0-8139-1811-1 Publisher: University of Virginia Press Pub. Date: April, 1998 Format: Paperback Volumes: 1 List Price(USD): $13.45

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Average Customer Rating: 4.75 (4 reviews)

Rating: 4
Summary: Using this book to teach business history
Comment: Slave in a Box is a great study of the racism and sexism embodied in the birth of advertising. It is not only provocative but also chock full of great facts about the era--from the importance of paper bags in marketing to the story of an African American who actually wrote for minstrel shows. I am writing because I am a historian and used the book in my Industrialization of America class. The class generally hated it, because it is so detailed, but despite their response I recommend using it in a course. Our discussion was painful--black students said the book was "depressing" and white students denied that race had anything to do with the power of this trade name (they harped on the convenience, as if the stereotype was irrelevant!). I learned so much about them and so much about what we all need to do as teachers that I think it was a very valuable experience.

Rating: 5
Summary: Fantastic book!
Comment: Very often, histories/studies of Aunt Jemima and the mammy stereotype are simply descriptive; this book does a great job of showing how Aunt Jemima's image and products were designed to complement/support ideal white femininity. My only criticism is that Aunt Jemima's presence on television and radio wasn't discussed enough. A great read for anyone interested in issues of race, gender and domesticity. I have recommended this book to many people, and continue to do so.

Rating: 5
Summary: absorbing, thorough, and highly readable
Comment: Prof. Manring has accomplished something rare: an academic book free of jargon, a cultural history free of polemic, and a thorough analysis that never drags. She writes clear, lively prose -- this is a book for the general reader as well as the student of American history. Brava!

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