The two most prominent ideas are those of purity and the superiority of white people's hygiene. These theories support cleanup as a divinely mandated obligation. God assigned Europeans to white people in this planet.
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The advertising portrays how Europeans see non-White individuals who reside in European colonies. The first step in easing the purity and superiority of the white man's burden, it says, is by imparting the values of cleanliness.
God had given the Europeans a responsibility to "clean up," promote Christianity, and rule over lesser peoples. In this case, non-white people who lived in other nations were seen as inferior because they were dirty and needed to be purified by white people.
Europeans promoted imperialism while using a strong racist prejudice to rule and subjugate people of other ethnicities. They said that this was the function that God had given to white people in this planet.
Hence, the significance of the advertisement is aforementioned.
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