A nickname for Aunt Jemima that is considered derogatory is "mammy." The mammy archetype depicts a smiling, overweight Southern black woman domestic who served in plantation households.
According to the Quaker Oats Company, who owns the Aunt Jemima brand, the Aunt Jemima name has been used for over 120 years, since 1889. Four black women were hired throughout the years to portray the character at various promotions, including the Chicago World's Fair in 1933. In 1989, Quaker gave Aunt Jemima a modern homemaker image by removing her kerchief, showing a curly hairdo and giving her pearl earrings and a lace collar.