History of advertising in Britain day and into the 20th century. An advertising tactic that he used was to associate the Pears brand with high culture and quality. Most famously, he used the painting "Bubbles" by John Everett Millais as an advertisement by adding a bar of Pears soap into the foreground. (Millais protested at this alteration of his work, but in vain as Barratt had bought the copyright.) Barratt continued this theme with a series of adverts of well groomed middle-class children, associating Pears with domestic comfort and aspirations of modern cleanliness. Barratt established "Pears Annual" in 1891 as a spin-off magazine which promoted
John Everett Millais in 1850-51. By the mid-1850s Millais was moving away from the Pre-Raphaelite style to develop a new form of realism in his art. His later works were enormously successful, making Millais one of the wealthiest artists of his day, but some former admirers including William Morris saw this as a sell-out (Millais notoriously allowed one of his paintings to be used for a sentimental soap advertisement). While these and early 20th-century critics, reading art through the lens of Modernism, viewed much of his later production as wanting, this perspective has changed in recent decades, as his later works have come