'Honesty in advertising… is a cardinal principle' - Lever
Context
Sunlight reflected the Victorian attitude that women should be ‘Angels in the House’, as cleanliness was essential for happy marriages. However, perhaps it encouraged feminine power as women were the consumers.
Sanitary improvements popularised Sunlight, e.g. the provision of water. Moreover, the belief that ‘less civilised’ people e.g. Africans, needed to be ‘cleansed’ in order to fit with British cultural superiority, fuelled the industry.
Art and Copy
Strategies included the notion that Sunlight would reduce the burden of housework, helping women’s relationships to flourish. Patriotism, e.g. showing the Royal Family, appealed to domestic/ imperial markets. WW1 was used favourably; advertisers encouraged women to send soap to the soldiers.
Furthermore, the fear of contacting diseases and social faux pas encouraged purchases. False medical statistics stimulated the sale of Lifebuoy soap as a precaution. Lever claimed Lifebuoy would protect one from ‘BO’, a social disgrace which would prevent marriage and economic stability.
Resources
'So Clean' Lord Leverhulme, Soap and Civilization - Brian Lewis
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