Imperial persuaders : images of Africa and Asia in British advertising

We live in an age in which advertising is part of the fabric of our lives. Advertising in its modern form largely has its origins in the later nineteenth century. This book is the first to provide a historical survey of images of black people in advertising during the colonial period. It highlights the way in which racist representations continually developed and shifted throughout the nineteenth and twentieth centuries, depending on the particular political and economic interests of the producers of these images. The book analyses the various conflicting, and changing ideologies of colonialism and racism in British advertising, revealing reveal the purposes to which these images of dehumanisation and exploitation were employed. The first part deals with images of Africa, the second deals with images of black people in the West, and the third considers questions relating to issues about images and social representations in general. The Eurocentric image of the 'savage' and 'heathen', the period of slavery, European exploration and missionary activity, as well as the colonisation of Africa in the nineteenth century are explored. Representations of the servant, the entertainer, and the exotic man or woman with a rampant sexuality are also presented. The key strategy with which images of black people from the colonial period have been considered is that of stereotyping. The material interests of soap manufacturers, cocoa manufacturers, tea advertising, and tobacco advertising are discussed. The book explains the four particular types of imagery dominate corporate advertising during the 1950s and early 1960s. The first book to provide an historical survey of images of black people in advertising during the colonial period. Analyses the various conflicting, and changing ideologies of colonialism and racism in British advertising. Reveals the historical and production context of many well known advertising icons, as well as the specific commercial interests that various companies' images projected. Provides a chronological understanding of changing colonial ideologies in relation to advertising, while each chapter explores images produced to sell specific products, such as soap, cocoa, tea and tobacco. Front matter Dedication Contents List of illustrations General editor's introduction Acknowledgements Advertising and colonial discourse Soap advertising, the trader as civiliser and the scramble for Africa Cocoa advertising, the ideology of indirect rule and the promotion of the peasant producer Tea advertising and its ideological support for vertical control over production The Empire Marketing Board, tobacco advertising and the imaging of the white male imperial archetype Corporate advertising, decolonisation and the transition to neo-colonialism Conclusion Select bibliography Index