The advertisement suggests that white people have a responsibility to teach others cleanliness, implying that white people are superior and others are inferior. It describes colonies as "dark corners of the earth" that need to be "brightened," indicating that Europeans should improve less developed regions like Africa and South Asia with their culture. This racist view likens European nations to soap, as if they clean up and replace what they see as bad in the colonies with something better. Thus, the advertisement uses racism to promote imperialism.
One idea in the advertisement is that white people have a duty to teach the “virtues of cleanliness.” This idea implies that white people are clean and therefore superior, while others are dirty and therefore inferior. The advertisement also states 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 the colonies and replace it with something better. In this way, the advertisement uses racism to promote imperialism.
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