1) What words or elements are used to suggest the Western concept of "civilization"? How is that contrasted with the depiction of non-Europeans?

2) How does the advertisement relate to European mores (social values) of the age which believed in Europe's "civilizing mission" as well as sayings like "cleanliness is next to Godliness"?

3) What is meant by "the white man's burden"? How does Pears' soap place believe it can "lighten" it?