With the onset of colonialism and slavery, the white man was placed on a pedestal which stood high above the black man. In the case of colonialism, the white man was known as the settler, the black, as the native. The two were complete opposites in the power structure. "In the colonies it is the policeman and the soldier who are the official, instituted go-betweens, the spokesmen of the settler and his rule of oppression. It is obvious here that the agents of government speak the language of pure force" (Fanon, 1968). Fanon continues by saying that the world during colonial times was split in two, occupied by two different 'species.' The picture on the left depicts a 'native' home during colonial times in Kenya. Homes were made of mud and sticks. On the other hand, the picture on the right depicts the home of a settler. Note the obvious differences. This is just one example of how much difference there was during that time. Colonists were superior to natives in every aspect of life.

Independence came to African countries at different times. Slavery was abolished in this country in 1865. But still today blacks and whites are not equal. Instead of settler versus native, owner versus slave, we say 'black versus white,' 'us versus them.' "'I mean to ask whether there is any way of avoiding the hostility expressed by the division, say, of men into 'us' (Westerners) and 'they' (Orientals [or any members of third world culture]'" (Sax, 1998). The ideals have been embedded into western culture for hundreds of years; whites are 'used' to being superior to blacks. Anything that is different is treated as inferior. The belief system is illustrated in all agents of socialization, especially advertisements.

Focusing on difference in any agent of socialization or when studying another culture, is inevitable. When one is studying another culture, he or she is bound to compare and contrast it to her own. "Human beings have a universal propensity to distinguish themselves from others and to rank the difference" (Sax, 1998). As stated above, western culture has been comparing and ranking itself to the 'other' culture for hundreds of years. When studying another culture, people are used to the norms and values of their own, to what is familiar to them. "The stress on familiarity, however, forces one's attention not only to what is already known and figured out but also to the act of deliberate 'assuming away' of the unfamiliar as a part of everyday life" (Gurevitch, 1988). When people are not educated about something that is different, they rarely try to understand it. People make assumptions and continue to think that difference is supposed to be a part of culture, for it has always been present. Agents of socialization just enforce and legitimize these ideas. Advertisements illustrate differences of foreign culture and make it an acceptable part of life.