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Cream of Wheat He Sho' Thinks He's Hidin'

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Gilder Lehrman Collection #: GLC09779.01 Author/Creator: Cream of Wheat Place Written: s.l. Type: Adveritsement Date: 1920 Pagination: 27.4 x 20.4 cm.

Summary of Content: One undated tin plaque advertising Cream of Wheat. Image contains minstrel imagery of a black chef with a small white child hiding. Tag line reads, "He sho' thinks he's hidin.'"

Background Information: Cream of Wheat used the image of "Rastus" a perjorative term, stereotypically an African American man who always appears happy. IN the 1920s, they replaced the illustration with the photograph ...of Frank L. White (1867-1938). White immigrated from Barbados in 1870 and became a U.S. citizen in 1890. He was working as a master chef in Chicago in 1900 when Cream of Wheat took his photograph to be used on products and advertisements. See More

People: White, Frank L., 1858-1938

Historical Era: Great Depression and World War II, 1929-1945

Subjects: MinstrelStereotypesRace discriminationAdvertising

Sub Era: The Roaring Twenties

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