A couple of the main goals of every business are to have loyal customers and make a large profit. In order to reach success each business tries their best to stand out and gain the attention of potential buyers. Advertising helps lure people in to buying products by identifying the needs and wants of their costumers and convincing them that it is necessary to purchase those products. In the 1800s there were many people who still had a negative attitude towards the blacks after the civil war and considered being dirty, exhibiting the blackness, as very bad. Soap businesses used their advertising to target those seeking to become whiter. In the late 1800s, because of developments in technology, manufacturing soap became more popular. It was easier for people to purchase a bar of soap rather than to make it at home as it was done before. The N.K. Fairbank Company, purchased in 1875, was a well-known business that manufactured soap throughout the United States. It grew to be “the largest producers of soap products in the United States”(“The Largest in the world”) making “$5 million in annual sales” by 1880 (Wilson 1). Fairy Soap published illustrations in booklets that many customers found entertaining. The booklets would be given out to their loyal customers that helped increase their sales. The N.K. Fairbank Company became “famous for its distinctive advertising” which attracted most of their customers (Wilson 1). Suggestive ads helped grab the attention of those who possess a racist standpoint. Many soap producers would connect personal hygiene with one’s status in society. “Soap advertising, which depended on the distinction between clean and unclean, thus delivered a message that was more political than cultural: the clean were the decent, civilized people, while the unclean were the indecent savages personified by non-white colonials requiring cleansing and discipline”(Kil). Companies took full advantage of how segregated America was along with how whites saw blackness as unattractive and undesirable. Many of the people who could buy soap and thus targeted were white and had money. They did not want to have the qualities of those they looked down upon, so would find reassurance in using the soap that would provide a thorough cleanse. In one of N.K. Fairbank’s advertisements, also included in their booklets of illustrations, are two young children of different races. On the left is an African American child with short hair, a dirty raggedy dress, no shoes and standing very nervously, gripping her dress staring at the other child with a sense of confusion and shame. The child on the right is white with curly blond hair; dressed in leather shoes; a nice, clean blue and white dress; and standing very confidently with a face of curiosity all while holding a bar of Fairy Soap in her hand. Below them is a caption that reads “ Why Doesn’t Your Mamma Wash You With Fairy Soap?” Below the main caption there is a note that reads “Made only by The N.K. Fairbank Company”. N.K. Fairbank published an advertisement capturing a moment depicting child’s innocence but also defining the purpose of Fairy Soap. Young children usually do not understand the difference of skin color. It would be common for the youth to be covered in dirt or even soot so any darkness on their skin would be recognized as being removable by soap. The blond girl noticed the different skin tone and thought the other girl was just dirty. Not finding shame in asking; the little girl shares her curiosity asking her why her mom would not wash her with Fairy Soap. By having this on the ad, costumers get the impression that Fairy Soap can clean away any similar qualities or looks of African Americans or the “possibility of racial cleansing”(“The Largest in the World”). N.K. Fairbank is trying to attract more consumers, “the message that the consumption of soap would enable people—even non-white colonials—to be clean was also suggested in soap ads”(Kil). They present the African American child who represents those who feel inferior to the white race and the illusion that Fairy Soap may help advance them in society if they are “clean”. Fairy Soap is basically implying that their product is so satisfactory because it can turn the user white. This also advises customers to buy Fairy Soap over other brands. The final statement on the image distinguishes the company’s advertising. The “made only by” suggests the large amount of pride N.K. Fairbank has for generating the advertisement. In an older newspaper article it states “N.K. Fairbank Company attribute their success to the merit of the articles they produce; careful, thoughtful, persistent newspaper advertising; which they continue through all season[s], in hard and in good [times]”(“The Largest in the World”). Fairy Soaps dedicated time and thought into creating these advertisements and even in “hard” times they still continued to publish them. “Poster advertising is efficacious, not alone through its appeal to the public at large, but through its influence upon the retailer”(Duce). The public is definitely aware of N.K. Fairbank’s opinions and views since the advertisements reflect their perspective. By publishing such images, it starts influencing negatively how every aspect of the company views society and their product. Today, this advertisement would be very offensive and not cause such success for the company. It was more common and acceptable back then to use advertisements targeting a common opponent. To be dark or appear dirty was shameful to society, which can be offensive even to me, being a Latina and having a darker skin tone. It is also hard to accept that at a point in time companies would advertise to support the idea of racial cleansing. I believe that anyone can have their own opinion but choosing to publicize offensive views can harm parts of society and should not improve the success of a business. N.K. Fairbank was able to connect society’s views into the product and find comfort in using Fairy Soap. Finding a way in providing clear separation from the superior and inferior race provided accomplishment but would not do the same in today’s world.

Works Cited

Duce, Herbert Cecil. Poster Advertising. Chicago: Blakely Print., 1912. Print.
Kil, Hye Ryoug. "Soap Advertisements and Ulysses: The Brooke's Monkey Brand Ad and the Capital Couple." Project MUSE - Soap Advertisements and Ulysses: The Brooke's Monkey Brand Ad and the Capital Couple. Yeungnam University, 2010. Web. 02 Oct. 2014.
"The Largest in the World." New York Times 17 Mar. 1895: n. pag. Print.
Wilson, Mark R., Stephen R. Porter, and Janice L. Reiff. "Fairbank (N. K.) & Co." Fairbank (N. K.) & Co. N.p., 2004. Web. 02 Oct. 2014.