A History of Advertising from the Earliest Times. by Henry Sampson

CHAPTER IX.

3658 words  |  Chapter 15

_MIDDLE OF EIGHTEENTH CENTURY._ The further we advance into the years which mark the Hanoverian succession, the more profligate, reckless, and cruel do the people seem to become. Public exhibitions of the most disgusting character are every day advertised; ruffians and swashbucklers abound, and are ready to do anything for a consideration; animals are tortured at set periods for the delectation of the multitude; and we see verified, by means of the notices in the papers, the peculiarities which Hogarth seized and made immortal, and which so many squeamish people consider to be overdrawn nowadays. Assignations of the most immoral character are openly advertised, and men of the time may well have attempted to ignore the existence of female virtue. A recent writer, commenting on this state of affairs, says, in reference to the latter class of shameless advertisements: “We are far from saying that such matters are not managed now through the medium of advertisements, for they are, but in how much more carefully concealed a manner? The perfect contempt of public opinion, or rather the public acquiescence in such infringements of the moral law which it exhibits, proves the general state of morality more than the infringements themselves, which obtain more or less at all times. Two of the causes which led to this low tone of manners with respect to women were doubtless the detestable profligacy of the courts of the two first Georges, and the very defective condition of the existing marriage law. William and Mary, and Anne, had, by their decorous, not to say frigid lives, redeemed the crown, and in some measure the aristocracy, from the vices of the Restoration. Crown, court, and quality, however, fell into a still worse slough on the accession of the Hanoverian king, who soiled afresh the rising tone of public life by his scandalous connection with the Duchess of Kendal and the Countess of Darlington; whilst his son and successor was absolutely abetted in his vicious courses by his own queen, who promoted his commerce with his two mistresses, the Countesses of Suffolk and Yarmouth. The degrading influence of the royal manners was well seconded by the condition of the law. Keith’s Chapel in Mayfair, and that at the Fleet, were the Gretna Greens of the age, where children could get married at any time of the day or night for a couple of crowns. It was said at the time that at the former chapel six thousand persons were annually married in this offhand way; the youngest of the beautiful Miss Gunnings was wedded to the Duke of Hamilton at twelve o’clock at night, with a ring off the bed-curtain, at this very ‘marriage-shop.’ The fruits of such unions may be imagined. The easy way in which the marriage bond was worn and broken through, is clearly indicated by the advertisements which absolutely crowd the public journals, from the accession of the house of Brunswick up to the time of the third George, of husbands warning the public not to trust their runaway wives.” It must not be imagined, though, that wives were the only sinners, or that vice was confined to any particular and exclusive class. It was the luxury of all, and according to their opportunities all enjoyed it. About this time Fleet marriages, and the scandals consequent upon them, were in full swing. In a number of the _Weekly Journal_ this statement is made: “From an inspection into the several registers for marriages kept at the several alehouses, brandy-shops, &c., within the Rules of the Fleet Prison, we find no less than thirty-two couples joined together from Monday to Thursday last without licences, contrary to an express Act of Parliament against clandestine marriages, that lays a severe fine of £200 on the minister so offending, and £100 each on the persons so married in contradiction to the said statute. Several of the above-named brandy-men and victuallers keep clergymen in their houses at 20s. per week, hit or miss; but it is reported that one there will stoop to no such low conditions, but makes at least £500 per annum of Divinity jobs after that manner.” A fair specimen of the kind of advertisement published by these gentlemen is this:-- G. R.--At the True Chapel, at the old Red Hand and Mitre, three doors up Fleet Lane, and next door to the White Swan, Marriages are performed by authority by the Rev. Mr. Symson, educated at the University of Cambridge, and late chaplain to the Earl of Rothes. _N.B._--Without imposition. A curious phase of the dangers of the streets is found in a narrative published in the _Grub Street Journal_ of 1735, which is well worth reproducing: “Since midsummer last a young lady of birth and fortune was deluded and forced from her friends, and by the assistance of a wrynecked swearing parson, married to an atheistical wretch, whose life is a continued practice of all manner of vice and debauchery. And since the ruin of my relative, another lady of my acquaintance had like to have been trepanned in the following manner: This lady had appointed to meet a gentlewoman at the Old Playhouse in Drury Lane, but extraordinary business prevented her coming. Being alone when the play was done, she bade a boy call a coach for the city. One dressed like a gentleman helps her into it, and jumps in after her. ‘Madam,’ says he, ‘this coach was called for me, and since the weather is so bad, and there is no other, I beg leave to bear you company; I am going into the City, and will set you down wherever you please.’ The lady begged to be excused, but he bade the coachman drive on. Being come to Ludgate Hill, he told her his sister, who waited his coming but five doors up the court, would go with her in two minutes. He went, and returned with his pretended sister, who asked her to step in one minute, and she would wait upon her in the coach. The poor lady foolishly followed her into the house, when instantly the sister vanished, and a tawny fellow in a black coat and a black wig appeared. ‘Madam, you are come in good time, the doctor was just agoing!’ ‘The doctor!’ says she, terribly frighted, fearing it was a madhouse; ‘what has the doctor to do with me?’ ‘To marry you to that gentleman. The doctor has waited for you these three hours, and will be paid by you or that gentleman before you go!’ ‘That gentleman,’ says she, recovering herself, ‘is worthy a better fortune than mine;’ and begged hard to be gone. But Doctor Wryneck swore she should be married; or if she would not he would still have his fee, and register the marriage for that night. The lady finding she could not escape without money or a pledge, told them she liked the gentleman so well she would certainly meet him to-morrow night, and gave them a ring as a pledge, ‘which,’ says she, ‘was my mother’s gift on her deathbed, enjoining that, if ever I married, it should be my wedding ring;’ by which cunning contrivance she was delivered from the black doctor and his tawny crew.” Pennant, in his “Some Account of London,” says: “In walking along the street in my youth, on the side next the prison, I have often been tempted by the question, ‘Sir, will you be pleased to walk in and be married?’ Along this most lawless space was hung up the frequent sign of a male and female hand enjoined, with ‘Marriages performed within’ written beneath. A dirty fellow invited you in. The parson was seen walking before his shop; a squalid, profligate figure, clad in a tattered plaid nightgown, with a fiery face, and ready to couple you for a dram of gin or a roll of tobacco.” Some of the notes found in the registers purchased by Government in 1821, and deposited with the Registrar of the Consistory Court of London, are very amusing. Here are one or two extracts: “June 10, 1729. John Nelson, of ye parish of St George, Hanover, batchelor and gardener, and Mary Barnes, of ye same, sp. married. Cer. dated 5 November 1727, to please their parents.” “1742, May 24.--A soldier brought a barber to the Cock, who I think said his name was James, barber by trade, was in part married to Elizabeth: they said they were married enough.” “A coachman came, and was half married, and would give but 3s. 6d., and went off.” “Edward ---- and Elizabeth ---- were married, and would not let me know their names.” A popular error was current at this time, that if a newly-married woman ran across the street with nothing on but her shift, she would free her husband from all liability as to her debts. More than once the following, or words akin to it, is found: “The woman ran across Ludgate Hill in her shift.” Riotous persons often terrified these parsons, such memoranda as the following occurring now and again: “Had a noise for four hours about the money.” “Married at a barber’s shop one Kerrils, for half a guinea, after which it was extorted out of my pocket, and for fear of my life delivered.” “Harrowson swore most bitterly, and was pleased to say that he was fully determined to kill the minister that married him. He came from Gravesend, and was sober.” And so on through infinite variety. But to return to our advertisements. Though advertisements were by no means scarce about this time, the imposition of the duty still told heavily with regard to the regular business community, for in regular trade few things were advertised with the exception of books and quack medicines, all other commercial matters being disposed of by means of agents who advertised in a general manner, of which the following, from the _London Journal_ of February 7, 1730, is a fair specimen:-- THE _Public General_ CORRESPONDENCE _of affairs, for Improving Money, Trade and Estates, etc._ Some Persons want to BUY ESTATES HELD BY LEASE from any Bishop, Dean and Chapter, or College, either for Lives or Term of Years. A Person desires to dispose of considerable SUMS OF MONEY, in such manner as will bring him in the best interest, tho’ liable to some uncertainty. A Rev. Clergyman is willing to EXCHANGE A RECTORY of about £250 a year, in a pleasant cheap country, for a Rectory in or near London, tho’ of less value. Persons who want to raise a considerable sum of money on ESTATES, FREEHOLD or FOR LIFE, may be served therein, and in such a manner as not to be obliged to repayment, if they do not see fit. ESTATES _which some Persons want to_ BUY. Some Freehold Lands not far from Hertford.--An Estate from £200 to about £500 a year, within 60 miles of London.--A large Estate in Middlesex or Hertfordshire.--A good Farm in Sussex or Surrey.--And several persons want to buy and some to hire other estates. ESTATES _which some Persons want to_ SELL. Several good Houses in and about London, both Freehold and Leasehold.--A very good house for a Gentleman, pleasantly situated near Bury, with good gardens, etc. and some estate in land.--Several houses fit for gentlemen in the country, within 20 miles of London, some with and some without land.--And several persons want to sell, and some to let other estates. _The Particulars will be given by Mr Thomas Rogers_, Agent _for persons who want any such business to be done. He answers letters_ Post-paid, _and advertises if desired, not otherwise_, All at his own charge _if not successful_. He gives Attendance as undermentioned: Daily except Saturdays from 4 to 6 o’clock at home in Essex Street, then at Rainbow Coffee-house, by the TEMPLE. At 12 } Tuesday at Tom’s Coffee-house, by the EXCHANGE. o’clock} Thursday at Will’s Coffee-house, near WHITEHALL. And on sending for he will go to persons near. The next advertisement which offers itself for special notice is of a somewhat ludicrous character, and shows into what straits a man may get by means of a highly-developed imagination and an indiscreet tongue. It runs thus:-- _Bristol, January 19, 1732/3._ WHEREAS on or about the 10th day of November last I did say in the Presence of Several People, That Anthony Coller, living at the Sign of the Ship and Dove in the Pithay in Bristol, was sent to Newgate for putting Live Toads in his Beer, in order to fine it; I do solemnly declare, That I never knew any such Thing to have been done by the said Coller nor do I believe he was ever guilty of the aforesaid or any like Practice; I am therefore heartily sorry for what I have said and hereby ask Pardon for the same of the above said Person, who, I fear, has been greatly injur’d by the unguarded Tongue of JOSEPH ROBINS. To this curious confession, which was evidently extorted from the imaginative but timid Joseph, four witnesses appended their names. The next gentleman to whom our attention is directed was still more unfortunate than Mr Robins, for he received punishment without having committed any particular offence. He, however, seems to have been made of very different mettle from the Bristol man, for he is anxious to try his chances on better terms with those who assaulted him. The advertisement is from the _Daily Post_ of January 22, 1739-40:-- WHEREAS on Saturday the 12th instant between six and seven at night, a gentleman coming along the north side of Lincolns Inn fields was set upon by three persons unknown and receiv’d several blows before he could defend himself, upon a presumption, as they said that he was the author of a Satire call’d “the Satirist.” This is to inform them that they are greatly mistaken, and that the insulted person is neither the author of that Satire nor of any Satire or Poem whatever, nor knows what the said Satire contains: and therefore has reason to expect, if they are Gentlemen, that they will not refuse him a meeting, by a line to A. Z., to be left at the Bar of Dick’s Coffee House, Temple Bar, in order to make him such atonement as shall be judged reasonable by the friends on each side; otherwise he is ready to give any one of them, singly, the satisfaction of a Gentleman, when and wherever shall be appointed, so as he may not have to deal with Numbers. A. Z. must have been possessed of a considerable amount of faith if he believed that the rufflers who set upon him unawares would consent either to expose themselves, or to give what he and others called, in a thoughtless manner, “the satisfaction of a gentleman.” It must have been rare satisfaction at any time to be run through the body or shot through the head, after having been insulted or injured. In the _London Daily Post and General Advertiser_, shortly after this (February 5, 1739-40), is an advertisement which looks suspiciously like a hoax, unless, indeed, it was believed at the time that one swallow would make a summer. As the advertiser was probably devoted to the agricultural interest, this is a not unlikely solution of the problem, more especially as a caged bird would naturally not be expected to possess the desired power:-- IF any person will deliver a Swallow, Swift (commonly called a Jack Squeeler) or Martin, alive to Mr Thomas Meysey, at Bewdley in Worcestershire, before the 22d day of this instant February, he shall have Ten Guineas Reward paid him, and all reasonable charges allowed him for his journey by the said Thomas Meysey: Or if any person will deliver either of the said birds to Mr John Perrins, Distiller, in Butcher Row, London, soon enough to send it to the said Thomas Meysey at Bewdley before the 22d Instant February, and the bird shall be alive when delivered, or come to live after it is delivered to the said Thomas Meysey, he shall have Ten Guineas Reward paid him, and all reasonable charges allowed him by the said John Perrins. These birds are oftentimes found in the clifts in great rocks, old chimneys, and old houses, seemingly dead; but when they are put before a fire, they will come to life. _N.B._--It must not be a Swallow, Swift or Martin that has been kept in a cage. There must have been much capturing of small birds, and many may have been roasted alive in attempts to preserve them for the benefit of Thomas Meysey. It certainly does appear as if about this time humour was so rife that it had to find vent in all sorts of strange advertisements, and the quacks were not slow to follow the lead thus set, as is shown by the exercising swindle which follows, and which certainly must have exercised the minds of many who read it at the time. It appears in the same paper as the foregoing, on March 7, 1739-40. (It is almost time by March to know what year one is in.) FULLER _on_ EXERCISE. (_A Book worth reading_) NOTHING ought to be thought ridiculous that can afford the least ease or procure health. A very worthy gentleman not long ago had such an odd sort of a cholick, that he found nothing would relieve him so much as lying with his head downwards; which posture prov’d always so advantageous that he had a frame made to which he himself was fastened with Bolts, and then was turned head downwards, after which manner he hung till the pain went off. I hope none will say that this was unbecoming a grave and wise man, to make use of such odd means to get rid of an unsupportable pain. If people would but abstract the benefit got by exercise from the means by which it is got, they would set a great value upon it, if some of the advantages accruing from exercise were to be procured by any other medicine, nothing in the world would be in more esteem than that Medicine. This is to answer some objections to the book of the Chamber Horse (for exercise) invented by HENRY MARSH, in Clement’s Inn Passage, Clare Market; who, it is well known, has had the honour to serve some persons of the greatest distinction in the Kingdom; and he humbly begs the favour of Ladies and Gentlemen to try both the Chamber Horses, which is the only sure way of having the best. This machine may be of great service to children. Mr Marsh may have been clever at making horses for chamber use, but he doesn’t seem to have understood argument much; for whatever pleasure there may be in bolting oneself on to a board, and then standing on one’s head, it isn’t much in the way of exercise, even though Fuller may have been at the bottom of it. We beg his pardon _on_ it. Still, the idea is ingenious, and in a population, the majority of which, we are informed, consists mainly of fools, would succeed now. From this same _London Daily Post and General Advertiser_, which is full of strange and startling announcements, we take another advertisement, that is likely to arouse the attention and excite the envy of all who nowadays suffer from those dwellers in tents and other forms of bedsteads, the “mahogany flats” or Norfolk Howards, who are particularly rapacious in lodgings which are let after a long term of vacancy. This knowledge is the result of actual experience. The date is March 15, 1740:-- MARY SOUTHALL _Successor to_ John Southall, _the first and only person that ever found out the nature of_ BUGGS, _Author of the Treatise of those nauseous venomous Insects, published with the Approbation (and for which he had the honour to receive the unanimous Thanks) of the Royal Society_, GIVES NOTICE, THAT since his decease she hath followed the same business, and lives at the house of Mrs Mary Roundhall, in Bearlane, Christ Church Parish, Southwark. Such quality and gentry as are troubled with buggs, and are desirous to be kept free from those vermin, may know, on sending their commands to her lodgings aforesaid, when she will agree with them on easy terms, and at the first sight will justly tell them which of their beds are infested, &c., and which are free, and what is the expense of clearing the infested ones, never putting any one to more expense than necessary. Persons who cannot afford to pay her price, and is willing to destroy them themselves, may by sending notice to her place of abode aforesaid, be furnish’d with the NON PAREIL LIQUOR, &c. &c. Bugs are said to have been very little if at all known in the days of our ancestors. It is indeed affirmed in that valuable addition to zoology, Southall’s “Treatise of Bugs” (London, 1730, 8vo), referred to in the advertisement just quoted, that this insect was scarcely known in England before the year 1670, when it was imported among the timber used in rebuilding the city of London after the fire of 1666. That it was, however, known much earlier is not to be doubted, though probably it was far less common than at present, since Dr Thomas Muffet, in the “Theatrum Insectorum,” informs us that Dr Penny, one of the early compilers of that history of insects, relates his having been sent for in great haste to Mortlake in Surrey, to visit two noble ladies who imagined themselves seized with symptoms of the plague; but on Penny’s demonstrating to them the true cause of their complaint--viz., having been bitten by those insects, and even detecting them in their presence--the whole affair was turned into a jest. This was in the year