Analysis Of Advertisement For Pear's Soap

This text is from Advertisement for Pear’s Soap in 1899. First, to place the text in its context, it is necessary to describe a brief history of late 19th century. As Europeans became invested in the process of cleansing the skin to justify their supremacy, they were further focusing the projected on superiority of their whiteness. In this approach, soap industry became an agent of the colonial agenda itself. It is not surprising at all then that by the end of 19th century, soap, which was the cheapest of all European toiletries once had soon became one of the most highly valued supplies at that period of time. What the white colonialist found in that soap was the consummate logos for the colonial agenda. Europeans’ use of soap as a device

This ad of Pear’s Soap represents white imperialists in 19th century by showing White Supremacy that was a general idea among white people of late 19th century. The ad is targeted general white people at that time who believe they are superior to black natives and it is right to deem blacks are subordinate to them. It is represented through the caption “The White Man’s Burden” in the ad. In 1899, Rudyard Kipling who is the British poet wrote the poem “The White Man’s Burden”, which urged the USA to take up the “burden” of empire, as had Britain and other European nations. Many imperialists within the United States

This emphasizes whiteness by showing big centered white general to highlight their authority and values of being White. Also, the uniform of British army derives audience’s patriotism that leads to forge the bond among Whites. Surrounding the oval window’s view, the viewer is introduced to the “bigger picture”. At the top of the ad, both on the left and right, images of sailing ships one the ocean and one of those seems like the captain’s one. These ships imply Whites’ power controlling worlds and trading Blacks. It also emphasizes their high technology to justify their domination of world. At the bottom of the ad to the left is an image of a ship docked at a port, being surrounded by a number of large containers of Pear’s Soap. To the right, a seemingly thankful dark skinned Black native kneeling down to receive a soap from a White woman seems in the same way that an obedient worshipper might kneels down towards a priest or a domesticated animal kneels before its master. It reminds the gap of relationship between Whites and Blacks and accentuates superiority of White