Maqolada XIX asr oxiri-XX asr boshlarida Buyuk Britaniyada sovun reklamalari orqali shakllangan tozalik haqidagi ijtimoiy tasavvurlar tahlil qilinadi. Reklama matnlarining mazmuniy va sintaktik xususiyatlari, ularning iste’molchi ongiga ta’siri hamda sovunni “ijtimoiy zarurat” sifatida shakllantirishdagi roli ko‘rsatib beriladi. Tadqiqot reklamalarda tibbiy, axloqiy va milliy g‘oyalarning uyg‘un ishlatilishi  ozodalikni insonlar  ongida mustahkamlaganini ifodalaydi.

sovun reklamalari, Viktorian davri, tozalik madaniyati, gender rollari, ijtimoiy qadriyatlar, iste’mol jamiyati.

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