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. Order a Copy
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.'"
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.
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