Please enable JavaScript.
Coggle requires JavaScript to display documents.
SOFT-SOAPING EMPIRE commodity racism and imperial advertising (The myth…
SOFT-SOAPING EMPIRE
commodity racism and imperial advertising
soap and civilization
domesticity
imperialism
mediating form to emergent middle class value
soap and commodity spectacle
soup advertising
motivation
realm of empire
economic competition with U.S and German
first real innovation in advertising
commercially emergence
crisis and social calamity
class, gender and race
spiritual salvation and regeneration
The pears campaign
four feitishes recur ritualistically in soap ad
soup itself
Soap offers an allegory of imperial progress as spectacle
domestic hygiene
body politics
white clothing(aprons)
mirrors
expressing a crisis in value but cannot resolve it
surface and reflection
boundaries between private and public
render the value of the object as an exhibit, to be consumed, admired and displayed for its capacity to embody a twofold value
the man's market worth
the wife exhibition status
monkeys
social boundaries as edicts of nature
dangerous classes like poor and black
icon of metamorphosis
mediating the transformation of nature like dirt waste and disorder into culture like cleanliness, rationality and industry
rendering the victorian fears of urban militancy and colonial misrule
emblem of industrial progress and imperial evolution, embodying the nature could be redeemed by consumer capital and the consumer captial could be generated by natural law
Domesticating empire
A symbol of imperial progress
Domestic commodity becomes the agent of history itself
before and after- magic power
woman 's creation of social value through housework is displaced onto the commodity as its own power, Fetishistically inscribed on the children's bodies as a magical metamorphosis of the flesh
The myth of first contact
soup ads could convert other cultures into civilisation
the hope of capturing, as spectacle, the pristine moment of originary contact fixed forever in the timeless surface of the image
pear ads
Marx: the exchange value of a commodity assumes an independent existence
another pear ads: representation of the commodity as magical medium capable of enforcing and enlarging british power in the colonial world (fetishistic faith)
successfully imposing their economic and cultural system on others
Fetishism in the contest zone
resistance from colonial
from the outset, the fetishism involved an intercultural contestation that fraught with ambiguity, miscommunication and violence.
fetishes embodied conflicts in the realm of value and were eloquent of a sustained African refusal to accept europe's commodities and boundary rituals on the colonials' terms
fetishism was original neither to industrial capitalism nor to precolonial economies, but was from the outset the embodiment and record of an incongruous and violent encounter