Compared to what the Aunt Jemima character had represented in the past, today she is a symbol of the nurturing, caring and comfort qualities of Southern hospitality and comfort food. The creation of Aunt Jemima and the marketing of the brand came from an era when "middle class housewives were not able to employ black maids as easily as they once did" and the recipe was the next best thing to have. Yet, after hundreds of years in business, the manufacturer Quaker Oats had reinterpreted the symbol as an image of authenticity and heritage, NOT a symbol of racism and slavery. The reason why the name Aunt Jemima still stands is because without it, "you're left with a generic syrup that's no different from the store brand." Generally speaking, the name has become a marketing strategy and profitable approach of corporations.
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