Image by Getty
George Washington is perhaps the most iconic name in US history. Despite his undeniable military merits that helped the United States achieve independence, the life of America’s first-ever president isn’t without significant controversy. The celebration of Washington as a national hero follows the tendency of history to focus on the positives and overlook ugly truths. The fact is, Washington’s reputation will forever be marred by him being a known slaver, forcing hundreds of slaves to cultivate his Virginia plantation against their will. It’s difficult to imagine any person being content with forced confinement, and Washington’s slaves made frequent attempts to escape his dominion. Just how bad was life for the unfortunate laborers forcibly possessed by the father of American independence?
One of the practices common at Mount Vernon was severing the ties between slaves by separating individuals from their friends and family. Washington strongly disliked slaves venturing to the other side of the plantation to see their loved ones, a journey that was sometimes as far as three miles.
A typical week on the plantation for one of Washington’s slaves meant six days of grueling physical labor from dawn till dusk. Forced to live in filthy, inadequate quarters, illness was common and only exacerbated by fatigue and improper rations. A visiting Polish poet in 1987 wrote of the squalid conditions in which the slaves were forced to live, noting how they were far more miserable than most peasant homes.
Washington’s wrongdoings went beyond an abhorrent disregard for the working and living conditions of his slaves. Plagued by dental issues, Washington paid to have slaves' teeth extracted from their mouths to be fitted into his own. In a book regarding the condition of the president’s teeth, it was revealed that, in total, nine teeth were transplanted from slaves to Washington.
Image by Getty
Appealing to the Masses
How best to appeal to a target audience is a top priority for any company hoping to effectively advertise their product, after all, marketing is a science. Tried and tested methods are replicated endlessly and regular viewers of TV will be used to seeing semi-nude women utilized to market commodities aimed exclusively at men. Usually such adverts imply that purchasing the advertised product will make a man more desirable to these conventionally attractive females. The over-sexualization of women is a hotly debated topic, with some claiming it’s diminishing whilst others say it celebrates sexual freedom. Similar arguments can be made for men too, who are often used in a similar way to help sell products.
Many adverts aimed at both males and females prominently feature conventionally attractive men with golden tans, bulging abs, and a Herculean frame. The reason such ads have universal appeal is because women desire the men shown whilst male viewers aspire to obtain their perfect physique. One hygiene giant is trying to challenge the presentation of conventional beauty standards in these ads by creating a commercial with a profound sentiment.
AXE has built a reputation for catching our eye with creative and entertaining adverts. The company’s latest “Find Your Magic” campaign takes a more sincere approach, focusing on spreading a very powerful message about the importance of individuality and celebrating diversity. Focal to the advert is the idea that self-expression is key to confidence and that no one should be ashamed of who they are, exploring how different people express themselves.
The advert aims to be as inclusive as possible by depicting all sorts of people, from those with disabilities to crossdressers, embracing their identity and uniqueness. AXE’s progressive approach to marketing is helping to battle the stigma around body image by relaying the idea that there is beauty in everyone, not just those conforming to conventional beauty standards.
