Teacher professional development and classroom resources across the curriculum
Teacher professional development and classroom resources across the curriculum
+ Display larger image Pears' Soap Company, LIGHTENING THE WHITE MAN'S BURDEN (1899). Courtesy of the Library of Congress
| Creator | Unknown |
| Context | The White Man's Burden became an idea that American imperialists used to justify territorial expansion. |
| Audience | McClure's Magazine readers |
| Purpose | To show how businesses capitalized upon the idea of the White Man's Burden |
In October 1899, this advertisement appeared in McClure's Magazine to persuade readers that purchasing Pears' Soap would lighten the White Man's Burden by "teaching the virtues of cleanliness." The advertisement shows Admiral George Dewey washing his hands, ships in the background, and the scene of a missionary handing soap to a native.
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