Post-Colonialism

Post colonialism is the outcome of colonialism. In other words, it is the results and effects of countries that were colonized by superior European nations. Though the goals of these European nations were originally to gain more raw materials, they also wanted to expand their empires. In order to do this, not only do these nations need to gain more territory but consequently, the indigenous people living in these colonized countries will have to assimilate and acknowledge the culture and customs of European nations. Europeans viewed the indigenous peoples' way of life as foolish and inferior. Thus, the indigenous peoples living in these colonized nations were forced to familiarize themselves with the Europeans' views on life. One of these views are how Whites are seen as good and beautiful whereas Blacks are seen as evil and ugly. 

In the past, and often times in the present, many ads have used racism as a way of getting their point across. By using these controversial ways of proving a point, it really showcases and encourages the idea that being White is much better than being Black. Below is an example:

  

 The above advertisement is for white paint; its showing how the paint is so effective in covering up dark colors that it can cover Blacks in general. This ad sparked a lot of controversy as it basically encourages the idea that White is good and Black is bad; how Black people should try and look more like White people. Since this ad is from an earlier time period, racist thoughts are bound to be part of the society's way of thinking. However, this definitely showcases one of the many outcomes of the post-colonial theory.

Link to the ad: http://www.holytaco.com/25-vintage-racist-ads/