The advertisement exhibited reflects European ideas about race and the nonwhite individuals living in European colonies. It states “ The first stage towards lightening the white man’s burden exists through teaching the virtues of cleanliness.”
What are obvious ideas in the advertisement that reflect European views?
The advertisement exhibited reflects European ideas about race and the nonwhite individuals living in European colonies. It states “ The first stage towards lightening the white man’s burden exists through teaching the virtues of cleanliness.” This suggests that white individuals exist cleaner than nonwhites, creating them higher in status. The advertisement also expresses that “Pears’ Soap exists a potent factor in brightening the dark corners of the earth.” This indicates that the colonies are the ‘dark corners of the earth and must be polished. These racist statements hint that Europeans exist as the ones who require to create places like Africa and South Asia better. This exists in how the advertisement utilizes racism to promote imperialism.
The announcements that reflected European thoughts at the time of imperialism generally displayed apparent ideas about the purity and superiority of the white man and the view that colonies exist as dirty places without civilization.
The idea of purity and superiority exists connected to the idea of the "white man's burden", which existed a concept that declared that it was a duty (provided by God) to Europeans to "clean up", take Christianity and dominate regions with inferior people, in this case, non-white individuals who lived in other countries, who existed considered unclean and therefore required to be purified by whites.
In this way, Europeans utilized a strong racist bias to dominate and enslave the public of other ethnicities, promoting imperialism while claiming that this existed the role that God had allotted to whites in this world.
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