'So Clean'

The context of any brand or advertising campaign over the years is always extremely important; if the company doesn't have an awareness of whats going on for their customers or the general public how do they expect to aim any of the products effectively? That would be bad business advice and ineffective to their brand.
For the Sunlight Soap brand they chose to target women in their campaigns as traditionally at the time it was the woman who stayed at home and did the washing etc. They marketed their brand as being very easy to use and would half the time of normal washing; 'It even improved her love life.' Preying on females emotions and allowing her to get the washing done quicker so she could enjoy life with her husband again.
However, as time went on they changed the direction and instead of showing the woman in an apron etc they portrayed the women as goddesses of the home and commanding and in control. As well as playing to housewives it was also an important component to be patriotic, 'draping themselves in the flag.' especially with the arrival of the war. With this new cultural development, they urged mothers and sweethearts to send tablets of soap to the frontline 'while such quality exists, victory is assured.' Implying that with the soap the soldiers would win, which was a nice peace of mind for the women left behind to feel like they were doing something to help.

As the brand expanded to different countries they had to find a way to appeal to different cultures, because it was a soap brand they led with the tagline; 'To scrub away its blackness'. and by using this brand it was helping the 'civilising mission'. Imperialism and benign and altruistic. To ingrain a cast iron sense of British racial and cultural superiority.

If you had grown up in a house with a bathroom and a servant you were more likely to have the opinion that 'there was something subtly repulsive about a working-class body.' and it was the most fundamental of class distinctions, an insurmountable barrier to class unity or equality.

In the 20th century in the victorian era the country became more clean as a nation, with the Victorian sanitary  achievements, making soap more affordable. It became possible and fashionable to be clean and have a bath/shower daily. With this more products were appearing, such as antiperspirants, mouthwashes and deodorants. As an advertising campaign to make people buy these new foreign products they made it their business to persuade each consumer of his or her hygiene problems, and the need to fix them urgently. Fortunately for everyone the solutions were readily at hand.
With this came about the strategy of supply and demand. There was a big message that was told to the people, if they wanted to achieve anything or get anything, such as a job or a partner etc, they had to maintain a good level of personal hygiene. This was obviously true with hindsight and as a general standard of upkeep but at the time was a very good persuasive/strong advertising campaign. This also demonstrated the psychology method of 'Power of suggestion' and of association working on the subconscious mind.