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Old November 12th, 2020 #1
alex revision
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Default Racist Soap Adverts Have Been Around for Hundreds of Years, Here Are Some Vintage Ads Depict African Americans as Dirty

Racist Soap Adverts Have Been Around for Hundreds of Years, Here Are Some Vintage Ads Depict African Americans as Dirty


November 11, 2020

Thomas J. Barratt is often referred to as ‘the father of modern advertising’ for his revolutionary advertising campaigns for Pears’ soap. But unfortunately his ads included horrendous racist stereotypes that were existed throughout the British Empire for hundreds of years to sustain discrimination against black people. For example, a Pears’ soap ad that appeared in McClure’s Magazine in 1899 stated:

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“The first step towards lightening THE WHITE MAN’S BURDEN is through teaching the virtues of cleanliness. PEARS’ SOAP is a potent factor in brightening the dark corners of the earth as civilization advances, while amongst the cultured of all nations it holds the highest place – it is the ideal toilet soap.”
https://www.vintag.es/2020/06/racist-soap-ads.html
 
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