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It's a common stereotype that black people like watermellons. Which they do. But then, I'd say that most people like watermellon, so it's a pretty stupid stereotype to use as an insult. Ditto for fried chicken.
Anyway, I think that what made those ads you're talking about offensive wasn't the use of the watermellon stereotype (although lately, people are going apeshit over even harmless stereotypes used for comedic effect), but rather the Step-n-Fetch-it characterization of the black people.
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