A Woman's Body

Most advertisements depicted consumers as not only female but also white and middle-class. Women of color encountered few, and often negative, depictions of their roles in consumer society. Aunt Jemima, a housemaid pictured on pancake mix boxes, portrayed African-American women as simple, uneducated, and subservient. Asian, Latina, and other women of color rarely appeared in mainstream advertising until the 1970s.