Post 4: Understanding Advertising

Beauty advertisements from the 20’s are similar to today’s advertisements in their use of beauty and techniques to promote their products; however, the “image of an ideal, beautiful, women” are different in these advertisements, which allows us to discern the perspectives, attitudes and ideas of the time period. The use of words also furthers our interpretation of the society and the time period.

Advertisements from the roaring 20’s are similar to modern day beauty product advertisements. Both genres of advertisements use images of “beautiful women.” In both era’s a beautiful women is illustrated, which creates a visual image of beauty and also a desire to “be like the model.” The desire created in the advertisement is sculpted to imply that, “by using the advertised product you can look or be like the model.” This technique to depict beauty, which then creates desire and then imply that the use of the product will enhance someone to become more like the portrayed image is used in both eras.   Although this technique seen in both eras, the difference in the actual model or the “beautiful, ideal, women,” is different. This shows how perspectives of beauty have changed overtime and this also casts an insight into the beliefs and attitudes of the society, at the time. Furthermore, the use or disuse of “words” in an advertisement provides insight into the people and the time period.

The similarities and differences in the use of beauty ,to promote a product, reflecting the perspective, the ideal beautiful women, and the attitudes and context of society can be seen by comparing Elizabeth Arden’s advertisement from the 1920’s to Arden’s modern day advertisements for similar products.

1924 Advertisement of Elizabeth Arden: Exercise and Skin Treatment

The general purpose of this advertisement is to promote Elizabeth Arden’s new exercise routine. The image of a woman dressed in a short, revealing, dress shows the model’s fit body. This imagery extends beyond showing a beautiful woman in good health. The model in the picture is beautiful, she looks relaxed, and she is smiling at the audience. In the 1920’s, I assume, the model in this picture would be also be considered seductive.

The photograph of the woman is centered on her, with a plain background. This focuses the attention on the model; which depicts the specific purpose of the advertisement –  by “daily exercise according to Elizabeth Arden’s method…” a lady can look as beautiful and seductive like the model in the photo.

The image plays on a technique used in advertisements today: it portrays a beautiful women and creates desire for women to look like the model. This theme is furthered by associating the use of the advertised product to help achieve this look or ideal. However, the ideal or beautiful woman portrayed in this advertisement is different from woman in today’s advertisements. This explicitly depicts what was considered beautiful at the time, or the “ideal look” of the time, which gives us an insight to the society’s perspectives, thoughts, and its values.

The audience for this advertisement is all women who want to have “good skin,” which would be almost all women in all ages. Most beauty advertisements today cater to the same audience.

The advertisement is half image and half words. The use of so many words to explain the product, explains it is “new.” The expressions explain the benefits of exercise to enhance a women’s skin. The diction also reveals much about the 1920’s. From the writing we gather that “slim boyish lines” were sought in women, and “swift circulation, clean blood, complete digestion…” were considered important at the time. Furthermore, the wording equates exercise with skin care, which marks that skin care was a larger concern in the day than exercise. It states that the result of exercise is good skin, today the effects of exercise are well known, and such a fact would be obvious.

Advertisements today are not as wordy. This depicts that most products are not entirely “new” and the public is aware of them. Furthermore, it depicts that our modern society aims to save time; very few people today would sit and read such a lengthy advertisement. Many women today have careers, and advertisements today try to portray catchy images that say it without words.

Modern Elizabeth Arden Salon Advertisement:

The same company produced this advertisement for a similar product after 8 decades. The two advertisements are similar as they promote a salon or location to enhance health, and they both reach out to the same audience. The specific purpose of this modern advertisement is similar to the that of the older advertisement, the new advertisement seeks to promote a salon.

The image of a well known model in a beautiful dress, looking relaxed, and smiling is almost identical to the old advertisement. The model in the advertisement is also the focus of the picture, and the background is not important. However, the background does show “a salon.” The advertisement’s specific purpose implies that by using the Elizabeth Arden Saloon you can become as radiant and beautiful as this woman. The depiction of a “beautiful” woman, is meant to create a desire to become like her which is similar to the older advertisement.

However, the woman in the advertisement is different from the women in the older advertisement. The differences in the models, depicts a difference in what society considers beautiful today as opposed to the 1920’s. The modern model is slimmer than that of the older advertisement. Furthermore, her attire and appeal are more classy and sophisticated than that of the older advertisement. This shows that we value slimness and sophistication today. Furthermore, the model is smiling warmly and looking straight at the audience denoting confidence. In the earlier advertisement the model is not looking as directly at the audience, and it portrays a seductive appeal rather than a confident one. This depicts the difference in the two eras in their ideal for beauty. The older advertisement portrays the ideal women as seductive, curvy, and unnatural in her pose. The newer advertisement portrays the ideal woman as confident, classy, slim and natural in her pose.

The modern day advertisement is not as wordy as the old advertisement. This depicts that “salons” are common in today’s world and they don’t need to be explained. Furthermore, this also depicts that advertising is more popular today, as a strong image is used to capture attention. This finally portrays that women have less time and more choices today. The disuse of an explanation of the salon’s services, hopes to keep the advertisement simple and catchy to cater to the busy modern women. The establishment of what a saloon is, without a definition in the advertisement, portrays that women today know what a saloon is and there are many around – illustrating choice. Finally, the logo and “signature” of Elizabeth Arden depicts branding and shows that the company needs no introduction. In the 1920’s Elizabeth Arden was still fairly new and required some introduction, it didn’t have an established logo or “brand image.”

The similarities in the appeal to create a desire to be like the ideal women, is marked by clear differences in what is considered ideal and beautiful; this depicts the difference in perspective and values of both time periods.

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Old Elizabeth Arden Perfume Advertisement

The old perfume advertisement portrays a sophisticated women sitting in front of many bottles of perfume. The general purpose of this advertisement is to promote Elizabeth Arden’s Venetian Toilet Preparations and Babani Perfumes. The advertisement’s specific purpose is to tell the audience that using Babani Perfumes will make them exotic. The advertisement tells its audience that Babani perfumes are used by “smart” women in Paris, which is the center of fashion.

The image of the model, her countenance, and the small fan in her hand almost make the women seem French, portraying an exotic French women. This advertisement also uses an appeal to create desire to become like the model. This creates a desire for women to be like her, therefore, use the perfumes. This furthers how the ideal of beauty and women was seen. A women sitting, with a fan, surrounded by bottles shows that women at the time were seen as objects of beauty. They were expected to have dressing tables, with bottles to take care of themselves.

The main marketing skill here is the explanation. The advertisement clearly states that Babani perfumes are used by “smart” French women, who change their Babani perfumes with their “frocks” and even “blend” fragrances. This depicts that America, at the time, considered itself behind the “continental” or the French in Fashion. It clearly shows that women in France were ideals for Americans, and they were considered as smart. The advertisement implies that American women should copy the French women, by using Babani perfumes, in order to be “smart.’ This gives us a clear account of the perspective of the society at the time and its values.

Such an advertisement, or even such an implication, would be considered insulting today.

Today’s Elizabeth Arden Perfume Advertisement

The modern version of Elizabeth Arden’s perfume advertisement also seeks to sell its perfumes in America. The advertisement also uses “exotic foreign” themes to appeal to the crowd. Similar to older advertisement this advertisement illustrates a beautiful woman with a fan in her hand. However, the appeals come across differently and the two women, their position and pose are entirely different. The differences in the women, their positions, and backgrounds, depict our attitude towards beauty. This also shows that different “ideal woman” are sought today as opposed to the 1920s.

Similar to the old advertisement, Catherine Zeta Jones is holding a fan; however, she does it without obviously posing. Jones is natural, smiling, appearing happy and confident. She is seen to be standing on water, which is very different from the older ad’s realistic dressing table approach. This shows that women want to be happy, carefree, and uplifted today.  The depiction of the “bottle of perfume” as opposed to various bottles, portrays that advertising is well in place today. The visual image of a perfume bottle helps to sell the product today, as there are so many choices. Finally, the entire advertisement gives you a sense of how the perfume may smell. It can be depicted from the umbrella, Jones’ smile, the imagery of water and Jones’ dress that the perfume would be light, summery and fresh. The older advertisement gives you no sense of how Babani would smell. This depicts the consumer culture of today’s society, where the first portrayal of a product needs to tell us about the product to spark our interest.

Both advertisement address exotic foreign appeals. The new perfume advertisement has writing in a foreign language, however, this doesn’t imply dominance of another culture’s taste or fashion over ours. This shows how times have changed. Although being exotic is considered nice, today it is to attain a different “appeal;” whereas in the past it was to copy what was considered better.

Finally, Catherine Zeta Jones in the advertisement represents branding in today’s society. This depicts how the consumer culture and advertising are larger in America today than they were in the 1920’s. The older advertisement pictures a model; whereas, the new perfume ad. shows Catherine Zeta Jones establishing a brand image.

Furthermore, similar to the salon advertisements the older ad uses more words than the newer ones which implies the differences in today’s women consumer over the older one.

Please view images at: http://www.flickr.com/photos/23261616@N07/

Sources:

 http://www.bwgreyscale.com/ads/elizabeth_arden.html (Elizabeth Arden’s website)

 Ad*Access On-Line Project – Ad #R0108
John W. Hartman Center for Sales, Advertising & Marketing History
Duke University Rare Book, Manuscript, and Special Collections Library
http://library.duke.edu/digitalcollections/adaccess/

 

 

 

 

 

 

Post #3: Irish Stereotypes Yesterday and Today.

 

“He who controls the past commands the future. He who commands the future conquers the past.”

“History is written by the winners.” –George Orwell (S.Barnes)

In 1840, the Great Famine in Ireland, prompted thousands of deprived Irish to immigrate to the US. In fact, “In one year, Boston’s Irish population jumped from 30,000-100,000”(alwala). The Irish came to America in search of a better life and opportunity; however, their struggle extended beyond survival – the Irish were discriminated against and ousted by American society. The ‘elite Bostonian Brahmins’ perceived the Irish as an uncivilized “servant race.” “The Irish were ostracized from American society for many things besides just being newcomers ” (alwala).  This intense discrimination resulted in the development of stereotypes that were misleading generalizations associated with the Irish race. Stereotypes are simplified characteristics associated to a group of people resulting from prejudices; stereotypes are a  form of ‘racial discrimination (alwala).’

Irish stereotypes consisted of: alcoholic and drunken Irishmen, uncivilized and even racially primitive impressions of Irish, violent and abusive Irish, and many others. These stereotypes have been inherited into the modern world, and similar stereotypes of drunk and violent Irish persist. Although stereotypes of drunk and violent Irish have persisted overtime, the reasons for these stereotypes have changed; in the 19^th century theses stereotypes were fueled by nativism, fear of foreign culture and Darwin’s theory. Today, these same stereotypes are sources of entertainment.

Stereotypes of the Irish in the 19^th century were a form of racial discrimination. This discrimination, and the resulting stereotypes, had its roots in American nativism and fear of different cultures.  Americans at the time were faced with a large number of immigrants. The US wanted to assimilate these immigrants to have American ideals and values. The Irish, in particular, was perceived as a race that could never be ‘assimilated.’ Irish were seen as violent and drunk, and they could never hold American values.  This belief led to the common stereotype of the Irish as a violent and drunk race which is illustrated in caricatures of Irish. The “Know Nothing Movement” (Exist) furthered prejudices and resulted in stereotyping. The Know Nothing Movement fought to oust Catholics from public offices. The Irish Catholics were feared, as American’s viewed the Catholic religion as being against the American value of individualism. Movements, like this one, furthered the belief that Irish could never hold American values, and resulted in further discrimination and strengthened stereotyping (Exist).  

The image of violent and drunk Irish was also fueled by a labor struggle that was prevalent in the 19^th century US. Irish immigrants, in a struggle to survive, were willing to take any job to make their livelihood. This resulted in a labor struggle between the Irish and other immigrants including freed slaves. The labor struggle caused many acts of violence between races. This labor struggle furthered the perception of the Irish as a violent race. The labor struggle is indicated by job signs that read “NINA, No Irish Need Apply” (Exist). Signs reading NINA were believed to have been posted in job advertisements to dissuade Irish labor. 

The Irish were also considered uncivilized by the ‘elite.’ This thought was fueled by a prevalent theory at the time, Darwin’s “Theory of Evolution.” In light of this theory, many perceived the Irish to be “… a lower life form, not up to par with the more intellectual white Americans.”(associated) This prejudice is easily recognized in images and cartoons from the time period.

Darwin’s theory, nativism, and fear of foreign cultures resulted in a century of discrimination for the Irish. The Irish were viewed as a ‘menace’ to American society and were similar to the African American slaves.  Americans believed that The Irish could never be assimilated to learn American values. The Irish were perceived as a threat.

This perception of the Irish led to prejudices, which can be seen in the cartoons and caricatures of Irish in the time. Many cartoons from the 19^th century portray the drunken, violent, apelike Irish. [Please refer to Picture 1] In this particular picture, an Irishman is seen brandishing a gun and a bottle. This portrays the typical “drunken and violent” stereotype, a result of American nativism and fear of different cultures. The picture illustrates pronounced, apelike features; furthering the prejudice that Irish were uncivilized. This was derived from Darwin’s “Theory of evolution.” Finally, the portrayal of a drunk, violent, ape-like Irishman sitting on gun powder, that threatens the US, depicts the larger concern of the time – the inability to assimilate Irish. This cartoon portrays stereotypes of the Irish during the time

Two of these stereotypes have persisted over time into modern day American. Today many still picture the Irish to be drunk and violent. “Irish cops on TV, Notre dame; the Fighting Irish, pubs advertising “green beer”…”(Exist), are all examples of stereotypes. The drunk and violent Irish stereotype remains unchanged over time, and is still prevalent in modern day America. Although, some of the stereotypes of the Irish remain the same, the reasons and the roots for these stereotypes have changed. Today Irish Stereotypes are not fueled by fear of immigration, American nativism or a labor struggle; today’s stereotypes are predominantly a result of the entertainment industry. Today, racial discrimination is seen as a source of humor. The use of stereotypes to entertain can be seen in the depiction of WWF wrestler FInlay. [Please see picture 2] In this picture Finlay is seen in ‘green’ violently fighting his opponent. He seems savage and wild. This impression is very similar to many caricatures of the Irish from the 19^th century. This stereotype is furthered by playing Irish music when Finlay enters the wrestling ring. Finlay also has an assistant who is a ‘leprechaun.’ All these factors add to the typical violent and fighting Irish stereotype. Today, this stereotype is being used to entertain fans for commercial reasons. The same stereotype in the 19^th century was an extension of American nativism and fear of foreign cultures (Exist).

[Please see picture 3] A second picture taken of a drunken, silly looking, Irishman prior to the Saint Patrick’s day festival; is similar to many cartoons of drunk Irish in the 19^th century. In fact, the person seems somewhat ‘uncivilized.’ This is a modern portrayal of the drunken, uncivilized Irishman. The purpose of this picture is to entertain the viewer; unlike similar cartoons from the 19^th century, this stereotypical image is not a result of Darwin’s theory of evolution or other such factors. Although, the reasons and causes for this image are extremely different from that of the 19^th century, the image is very similar.

In all these cartoons and images, stereotypes have been used for various reasons. However, stereotypes still mark prejudices and racial discrimination. Today’s images of Irish stereotypes may not reflect deep beliefs of Americans and are chiefly for entertainment. However, despite the seemingly innocuous implications of modern stereotypes, alike the 19^th century stereotypes, they are still symbols of racial discrimination. I believe that although the reasons for these images have changed, the use of stereotypes in modern day America to entertain people is representative of racial discrimination. This discrimination of the Irish has persisted ever since the Irish set foot in America, and since “history is written by winners,” it is important to understand the plight of a race that constitutes a large part of America today.

PICTURES: http://www.flickr.com/photos/23261616@N07/?saved=1

 

 

Works Cited

 

alwala, omara. “The Irish in America: 1840’s-1930’s”. website. University of Virginia. <http://xroads.virginia.edu/~ug03/omara-alwala/IrishKennedys.html>.

Exist, DoesNot. “Irish Stereotypes: Where Did They Start?”  Ventura, CA, 2007.  (2007): web page. Associated Content. <http://www.associatedcontent.com/article/173444/irish_stereotypes_where_did_they_start.html>.

S.Barnes, Michael. “Imagery and Stereotyping: An Explanation”.  2007. Teaching Diversity With Multimedia.  (November 21, 2007): website. The Authentic History Center. <http://www.authentichistory.com/diversity/index.html>.

 

Post #2: Utopia: Gauisus

Dear friend,

I hope this meets you in good health and happiness. My family and I are fine. We have been living in “Gauisus” for the past six months. Gauisis is a self sufficient, individualistic, city located on the banks of river Gauise.

I no longer work 16 hours in a factory that exploits me, away from my loved ones, with the constant fear of being cheated. I am happily employed in the profession I love, that of a writer. I spend my time writing for the community and teaching at our school. My wife Elda, has taken up her fondness for children, and opened a children’s nursery. In Gauisus, woman work and pursue their interests, and produce with the same value as men. Elda and I will have saved enough Gaus (the currency here,) to own our residence soon. We are truly happy! In fact, that is the meaning of Gauisus, Latin for “happy.”

In Gauisus we believe it’s the human constant, and right, to be happy. Happiness is not sought in Gauisus, happiness prevails. We are motivated by our own interest, not by the necessity to earn a meager living, or by profit. We live in a manner that calls for excellence in all we do. We can love, life and be employed by our own choice as long as we dedicated to our choices.

I live close to the school where I am employed. Our city is divided in the center by river Gauise. The Northern part, where I reside, is devoted to production and is also the heart of the city.  Our lodgings surround our school, prayer and community buildings. This is to portray our society values higher learning, and respect to our neighbors. It also marks the importance of our religious module. The prayer hall consists of a small church, a temple, and a prayer room for all faiths. In Gauisus, we are all free to worship and believe, or not believe, in what inspires us the most. We have no right to criticize the choices of others; as we are all individuals who seek the best for themselves first.

Behind out houses are beautiful woods and orchards, representing the beauty of life. These lead the way into our production units.  Our production units are divided into basic and specialized units, employees reside closest to their work places allowing convenient access to our public facilities and to our work places. The city council meets every Friday in the prayer building to seek methods to better our society. We have a theater in our public building. We all enjoy plays in the weekend with a glass of wine from our local brewery, and parlor.

Our southern side is primarily agricultural. Similar to our northern side, it is centralized about a school and public building. The farmlands are behind the house and segregated into staple farms and other farms.

 Currently, most land and property is owned by the city itself. However, we are allowed to buy property from the city. The money collected by the city on property sales is used to improve the city’s structure.

In Gauisus, we enjoy our employment as there aren’t any factory owners to exploit you. Although, we have seniors in our production units, they serve to guide us and help us reach our potential. Those who are good at their work will serve as teachers to those who want to learn. We have the best farmers, the best producers, the best bankers, the best teachers; because they are motivated by their love for their work. Furthermore, we don’t need to leave our families to earn a living, we can live with the people we love while enjoying our truly, gainful employment. Whatever we produce is given a currency value that we can trade with. Every month the town council buys our products. With Gaus, we buy what we need from the markets. Our excessive products, especially sugar cane, are traded in another society for what we require. Therefore, we never lack in anything.

Our scientists have made a turbine, sourcing electricity for our production units and our houses. Our doctors are advanced and healthcare is accessible and free to all members of our community.  We enjoy free public transportation and education. We have an efficient waste management system and irrigation system, perhaps, more sophisticated than those you may be familiar with. Our council supports these necessary services, enabling all our citizens to live well. Our council manages this from the profits that the city makes from selling our excess produce. I can assure you, my dear friend, we are not void of comfort or leisure.

There is no government in Gauisus which tries to limit our minds. We are governed by the highest morals of humanity. We respect competition and the creation of others. We believe in earning not stealing. Our community is for all those who value the human mind. We will not tolerate laziness, or lack of motivation. Those who cannot value themselves, their work, and their fellow neighbors, will be asked to leave by our council. In times of need we heed the advice of our council. Our council constitutes the founders of this community; with the likes of Professor Artson, Dr. Wilmart, Schlor Jones and other intellectuals. Our council revolves periodically.

Gauisus, is a closed community. You may be admitted by invitation only. Our land is marked by high walls to fend of intruders.  I believe, my friend, with your keen ability to work wood and your dedication, you and your family will add value to Gauisus. I understand that your family is far away, and you will need to consult with them. I feel your wife, Emily, will find contentment here. Her hand is particularly fast with wool, and I am sure she can use this skill to enjoy a gainful employment. With this letter I invite you, and your family, to join us in Gauisus. Please send a message for us to arrange for your departure. You will need nothing to come here. At Gauisus we value your mind. Your money will be worthless here. You must come here on the supreme faith of human ability, and goodness. I will be expecting you my dear friend.

-Elliot.

http://www.flickr.com/photos/23261616@N07/

http://www.flickr.com/photos/23261616@N07/

Post 1: Slaves Search for Natural Rights

 “We the People of the United States, in Order to form a more perfect Union, establish Justice, insure domestic Tranquility, provide for the common defense, promote the general Welfare, and secure the Blessings of Liberty to ourselves and our Posterity, do ordain and establish this Constitution for the United States of America.”  

As the founding fathers drafted these words, the mission statement of the US constitution; slavery was abundant in the US and many of the founding fathers themselves owned slaves. The constitution preached the right for ‘life, liberty and a pursuit to happiness;’ in a sharp contrast to the millions of people who were deprived of their personal freedom, and compelled to perform labor and services. The irony of this situation and era in US history is alarming, implying that slaves were not considered ‘people’ but property.

The slaves were also people, similar to the founding fathers, who sought freedom.  Although little is known, or documented, about the slaves, the runaway advertisements depict that most slaves risked their lives and fled seeking freedom.  After searching the runaway advertisements, it can be suggested that slaves also recognized ‘natural human rights’ and sought them in their ‘intent’ for running away; they fled to seek freedom, protection, family life and a right to life by choice.

A brief reading of the advertisements portray many physical characteristics of slaves, their attire, belongings and their skills. It is interesting to note that the only human insight, of the slaves and their desires, are reflected in the “intent” for the slaves’ escapes.  I brief search by “intent” of the runaway advertisement derives that 17 advertisements were placed under change in home/work or owner; suggesting that slaves ran away to seek choice. 44 advertisements are categorized under the intent ‘fear of punishment,’ asserting that slaves sought some sort of protection and equality. 305 advertisements are placed under the intent to rejoin family, and 805 listed under the intent of freedom; clearly depicting the slaves’ desires for some sort of natural rights and liberty.

Anthony, a 17 year old slave fled from his owner, one of the founding fathers of the US constitution, James Madison.  The advertisement placed in the Virginia Gazette, on November 22, 1786, explains the physical characteristics of Anthony. It mentions that he was a “servant” in Madison’s residence. The advertisement allows us to create a physical impression of Anthony as it is very descriptive. We can also assume that Anthony was clever, from the writing, which notes that Anthony may have already got a “Pass” and changed his clothes and name. This proves that Madison believed Anthony to be smart and quick. It is apparent from this advertisement, that Anthony sought the most basic of all rights – freedom and a right to life by choice.

Johnny also fled in search for freedom. Johnny was owned by Edmund Randolph, another founding father. From the advertisement printed in the Virginia Gazette in December 12, 1977, it is understandable that Johnny had been a slave for a long period. Johnny had also “waited” upon Randolph’s uncle. Similar to most announcements, Johnny’s physical attributes and clothes are described in great detail. In this notice, we gather an insight to Johnny as person who described as a heavy drinker. The ad is revealing as it mentions that Johnny could read and write; and helps us understand the life of a slave in a manner not depicted through other readings. An advertisement for Ben, who also escaped in a quest of freedom, is particularly interesting. This advertisement refers to a ‘settlement of free negroes,” educating us of the existence of such a settlement. These small snippets of information help us comprehend the lives of the slaves, and assert that slaves too risked their lives in a quest for freedom.

The pursuit to happiness includes closeness to families. Many slaves sought, by means of escape, to be near their loved ones. Tom, a 28 year old slave is said to have run away to rejoin his wife, who is also a slave. This ad allows you to think that slaves were married to each other.  Tom’s advertisement is interesting as it claims that Tom has already had the small pox.  It is possible to assume, from this advertisement, that Tom may have been treated by his master, Griffin Stith. This would help us to understand the relationship between the slaves and the masters, a matter that could never be comprehended by reading the ‘history’ of slavery in the US.

One of the most interesting advertisements that I came across was for Mann, placed by John Smith. We learn that Mann is a fifty year old man, who speaks well and has slit ears. This depicts that Mann was an intelligent person who had a hard life, and probably spent most of it as a slave. The advertisement makes it apparent, that Mann ran away to seek the most fundamental of ‘natural rights,’ the right to protection and the right to live. Mann has been outlawed for threatening to burn his master’s house! John Smith’s notice states, “If any person will deliver me his head, severed from his body, they shall receive 10 l. current money: If taken alive and delivered, 40 s…”  This clearly defines the agency possessed by the slave owners over the slaves.  Mr. Smith wants Mann to be beheaded; endorsing that owners deemed themselves demigods, with a right to chose life or death for their slaves. This is explicit in explaining the lack of agency of the slaves. A clear grasp, of the life of a slave and how they were treated, is perhaps best defined by the advertisements rather than other readings.

The advertisements provided me with a solid understanding of slavery; which could never be understood from the factual readings in Wikipedia. A mere definition,” Slavery is a social-economic system under which certain persons — known as slaves — are deprived of personal freedom and compelled to perform labour or services. The term includes the status or condition of those persons who are treated as the property of another person…” and a surplus of facts, cannot in essence portray why slavery and the slave trade was called “Maafa” (Swahili for holocaust.) The horror of slavery and its affect, on millions of people, will never be known due a lack of documentation from the victim’s perspective. An interpretation of the runaway advertisements, gives us a deeper picture into the lives of the slaves. Ironically, from the perspective of a “subscriber,” we learn about: the physical characteristics of the slaves, what skills they possessed and how some were literate, and in this manner we can start to acquire miniscule amounts of knowledge on their personal lives, hopes and desires.  The one fact, missing in the history readings, ascertained by the advertisements is that the human desire for natural rights, presides in every man, in every situation. The elite, with agency, wrote elaborate documents to assert their need for ‘natural rights.’ Similarly, in the same nation at the same time, the slaves ran away from their masters to seek freedom, family, and life -endorsing the human need for ‘natural rights.’