The ad shown to the right appeared in a Beretta catalog. The copy reads:
This classic shirt’s heritage goes back to the days of the British rule in India. Durability and warm weather comfort were as necessary then as looking your best. This handsome sporting shirt in pure cotton poplin achieves the same today…
Yes, who wouldn’t want to hearken back to imperialist days when, as General Mayo put it, the British would, “teach your subordinates that we are all British gentlemen engaged in the magnificent work of governing an inferior race.” Gosh, it must have been hot in India when they were oppressing the natives. I wonder what kind of shirt they wore, because that’s definitely what I need!
It’s shocking to me that somebody thought this reference would make for good ad copy. Hey, I know! Let’s reference the genocide of Native Americans next. Oh wait. I’m sure we do. That’s what we mean when we refer to “Taming the frontier,” you know?
