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Both slogan and image not only suggest the direct arrival of tea from plantation to European consumer, but also the total control of Lipton’s all along the way. While in the majority of advertisements the social relations of production and depictions of labour are deliberately hidden, in Lipton’s advertising and other tea advertising of the period it appears to have become exalted. I would like to
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.
Robertson’s jams and marmalades. Tea advertising has been the one product that has persistently maintained the image of plantation production. Although permanently exoticised, it represents a rare image of labour within contemporary advertising. Contemporary PG Tips and Twinings packaging draw on historical tea advertising as well as the images of black labour from the EMB posters of the late 1920s and early
’ biscuits in McClintock, Imperial Leather , 221. 137 On images used in tea advertising, see Ramamurthy, Imperial Persuaders , 216–17. However, as discussed in chapter four, brands such as Yorkshire Tea rely on overtly localised, ‘English’ imagery