In today's discussion about soap and commodity advertisement we only briefly talked about how much advertisement has changed up until today. Some examples discussed was how "race", in a sense, is still being advertised to promote certain groups like for different races, class or genders. Although we don't advertise base on "racism" anymore (rarely), I think more importantly today we are advertising based on a universal culture; tradition and or norms. Is there a commodity culture only within certain groups or is it known nationwide? Can it be both? As we also discussed in class, the way you dress, act, or talk can is also a way of a person to appear more 'white' middle-class. If you think about it, this is a universal culture because "whitening practice" can be seen throughout the world. For example, whitening creams are used to lighten your complexion to make you appear "more white" or think about colored contact lenses many minorities wear today. As McClintock states that "Soap offered the promise of spiritual salvation and regeneration through commodity consumption, a regime of domestic hygiene that could restore the threatened potency of the imperial body politic and the race" (210). It's not just about what you put in your body to "purify" your uncleanliness but also about what you put on to hide flaws, conceal or make less visible . So in similarity, the Victorian Era compared to today's hasn't change too much with advertisement. Sure it's not as racist as it is today but it still uses the 'whitening practice' tactic. On the other hand, advertisers are also advertising a 'camouflage' to hide our insecurities like the examples I mentioned above.
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