Frederick Douglass Selling Afro Sheen!

Hello again world and welcome back to my blog. For today's entry I've decided to showcase a vintage advertisement from the 1970's that speaks volumes both then and today. A few months ago, I watched on television the "Soul Train" retrospective that talked about the show's cultural significance through establishing new tastes in music, fashion and commerce. In terms of commerce, "Soul Train" creator Don Cornelius knew to market both his own production company as well as promote other black owned companies such as Johnson Hair Care products; this partnership is possibly its most remembered and lucrative, as Johnson's "Afro Sheen" products received heavy boosts in popularity and sales thanks to the commercial spots "Soul Train" would provide for them. One such commercial (which caught my eye during the airing of the retrospective) combines historic pride with common fashion sense of the day.



This commercial, which depicts the spirit of former slave and abolitionist Frederick Douglass promoting pride through the "proper wearing" of the natural Afro, is quite genius if you think about it. I think they picked the perfect symbol for this depiction, as Douglass was the only black leader to wear the natural Afro (as it were) in the 19th century. In the time of the 1970's the modern Afro hairstyle was at best a decade old, so finding a historic figure who wore their hair in that way further connected him to the modern black American by affirming the political and cultural meaning that the hairstyle would come to embody. It can be assumed that the creative director of this commercial picked up on this, as both Douglass and the modern teenage blacks of the 1970s had journeyed for both individualistic and societal freedom while proudly wearing this new, expressive hairstyle.



When I first saw this clip, I thought it was a bit comical at first, as I am of a generation where we hold a bit of cynicism and skepticism towards some older displays of black pride. However, I have come to have a great respect for it not just as an commercial ad but also, in a sense, as a public service announcement, as in both terms it shows that pride in ourselves, our history and our community can prove to be enriching towards financial and cultural means. Ads like these, unexpectedly targeted at specific communities more so than demographics, can cause us to investigate what determines something to be a force or value within a particular culture's way of life.



Well, that's about it for now folks. Thanks for taking the time to read this blog, and let me know what you think about this and other entries. Until then, peace out.