According to the World Health Organization, nearly 77% of Nigerian women use skin-lightening products regularly (Abuja). Following this shocking statistic, recent findings of the Associated Press poll of racial attitudes in America concluded that 43% of blacks are anti-black (Ross). The reluctance to accept one's self amongst those of African descent is corresponded with the bias of white supremacy, which was initiated through the emergence of capitalism and the African slave trade in the 1500s. Discrimination against blacks remained established even after segregation was outlawed in 1954. An advertisement for Elliott's White Veneer Paint in 1935 provides a clear manifestation of the conspicuous, unabashed racism that took place during this time through an illustration of two boys, both of literal black skin tone. Both boys are drawn with wide grins as one boy, using Elliott's White Veneer Paint, paints the other white. In addition, an inscription that reads "See How it Covers Over Black," decorates the top of the page. This advertisement, purposed for persuasive means of marketing, delivers a blatant promotion of white supremacy and a transparent reflection of the institutionalized segregation of the time. .
The artist, in order to attract the intended buyers, the whites, enticed consumers through a depiction of covering the unwanted, the blacks. This hacked into the audience's pathos, as purchasers felt sheer animosity towards the African Americans, now that the whites could no longer conveniently use the blacks as slaves. Instead, white folks reluctantly tolerated their existence, which spurred spiteful sentiments. This advertisement also attracted viewers through the humor aspect of pathos, as both the boys are smiling and illustrated to embody a jocular attitude while one painted the other white. This peculiar sight was intended to garner the attention of viewers through a luring, entertaining attraction.
