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SOSC 2435 (5)
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Media Assignment Notes

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Department
Social Science
Course
SOSC 2435
Professor
Nishant Upadhyay
Semester
Winter

Description
Advertisment for Pears’ Soap from the 1980s promoted cleanliness as a justification for  racisal imperialism.  Peranoid paranoid  #1: “The White Man’s Burden” (1899) “The first step towards lightening The White Man’s Burden is through teaching the  virtues of cleaniliness. Pears’ Soup is potent factor in brightening the dark corners of the  eath as civilizAtion advances while amungst the cultured of all nations it holds the  hightest place­ ot os the ideal toilet soap.” In the following advertisment, soap and cleanliness had been used as a metaphor for  colonization.  This advertisment is showing not only selling soap, but the idea that “white  mans” soap is necessary in order to turn evil and darkness into light (Hroiser, 2009). The  term “dark” was also used leaving the advertisment with the vulnerbility of double  meaning (Hroiser, 2009). This is an advantage for advertising since there are many ways  to interpret the advertisment, many people can make connections to the product, which  will allow for more sales. Furthermore, by stating, "while amongst the cultured of all  nations, it (the soap) holds the highest place­it is the ideal toilet soap," the advertisement  is belittling the impoverished or "dark" nations by saying that white men merely use  Pears soap as a toilet soap (Hroiser, 2009). In those countries the soap was used as a  substance that will enable them to clean their way into being considered a “civilized”  person (Hroiser, 2009). #2: “Pears’ Soap” (1884) In the following  advertisment a coloured and a white  child are together in a bathroom;  the coloured child is in the bathtub, as for the white child who is standing near the tub  awar
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