Question

What are two obvious ideas in the advertisement that reflect European views about race and the nonwhite people living in European colonies?

Answer 1

professionalization of advertising as its own industry

establisment of Brand identity (Ex. Pear's soap & white man's burden ad: soap not just about being clean, but benefiting civilization and humanity)

I hope my answer has come to your help. God bless and have a nice day ahead!

Answer 2

One idea in the advertisement is that white people have a duty to teach the “virtues of cleanliness.” This idea shows that white people are clean and therefore superior, while other people are dirty and therefore inferior. The advertisement also presents the idea that the colonies are the “dark corners of the earth,” which must be brightened. This idea implies that Europeans must improve less developed regions such as Africa and South Asia with their advanced culture. Both of these racist ideas suggest that European nations are like soap. They scrub out what is bad in their colonies and replace it with something superior. In this way, the advertisement uses racism to promote imperialism.