In this ad for Union Carbide is an excellent example of the dichotomization of “tradition” and “modernity” and the conflation of “modernity” with the West.  Text:

Science helps build a new India.

Oxen working the fields . . . the eternal river Ganges . . . jeweled elephants on parade.  Today these symbols of ancient India exist side by side with a new sight–modern industry.  India has developed bold new plans to build its economy and bring the promise of a bright future to its more than 400,000,000 poeple.  But India needs the technical knowledge of the western world.  For example, working with Indian engineers and technicians, Union Carbide recently made available its vast scientific resources to help build a major chemicals and plastics plant near Bombay.  Throughout the free world, Union Carbide has been actively engaged in building plants for the manufacture of chemicals, plastics, carbons, gases, and metals.  The people of Union Carbide welcome the opportunity to use their knowledge and sills in partnership with the citizens of so many great countries.

UPDATE:  In the comments, Village Idiot mentioned the imagery which I, ironically, lost sight of in favor of the text.  The great white hand (of God?) pouring what looks like blood out of a scientific beaker onto a scene of dark figures!  Wow!

Found at Vintage Ads thanks to Ben O.

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