The establisher of Sunlight Soap, William Lever, used many factors of the late 19th century and onwards to his advantage in his advertisements, in which to appeal to consumers.
Lever knew that the majority of his consumers would be women, therefore a lot of his adverts were created to attract them. The majority of women of this time were working-class house wives, in a male-dominated world. However house wives of this time all had a ambitions of their own and Lever took advantage of this by empowering women in his adverts, regardless of the times current social structure. Lever represented women in his ad images as 'sensual, classical goddesses' to appeal to the aspirations of the common lower-class housewife.
During 1914 the start of the first world war began and Lever used it to his advantage. He ran advertisement campaigns urging families to place a tablet of his Sunlight soap in their packages bound for their loved ones on the front-line. He backed up this idea in his advertisement with 'while quality exists, victory is assured.' Exploiting the worrisome families left behind, into thinking his soap could actually effect the efforts of our soldiers.
The image on the right-hand side depicts his idea, as it shows a British soldier being helped to aim his gun by a Sunlight soap box supporting his leg. This related to the public as it show just by sending a Sunlight soap box to the front-line, you can be doing your bit to help the war effort.
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