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

3. Gallery 2.

622 words  |  Chapter 24

_N.B._--The famous Oculist will be there, and honest S---- F---- H---- will come if he can. Ladies may come masked, so may Fribbles. The Faculty and Clergy gratis. The Orator would be there, but is engaged. Money seems to have been at least as plentiful as wit in those days, for, from a lot of other notices bearing on this subject, we take this:-- _This is to inform the Public,_ THAT notwithstanding the great Abuse that has been put upon the Gentry, there is now in Town a Man, who instead of creeping into a Quart or Pint Bottle, _will change himself into a Rattle_; which he hopes will please both young and old. If this Person meets with encouragement to this Advertisement, he will then acquaint the Gentry where and when he performs. Strange as it may seem, and notwithstanding all the expenditure of wit and humour upon the credulity of the times that had been made, one showman still thought there was room left for a further attempt at attracting the public with the tenant of a bottle. Very soon after the great hoax he published the following advertisement, which shows the desire some industrious people have to avail themselves of the general disposition of the time. The faculty of imitation is very largely developed nowadays, as witness what follows as soon as any enterprising theatrical manager makes “a hit,” and so it is pleasant to find that an honest penny was turned in humble imitation of the great bottle swindle:-- _To be seen at_ MR LEADER’S, _the Old Horseshoe, in Wood Street, Cheapside, from Nine till Twelve, and from Four to Seven o’Clock, Lately brought from France_, A FULL grown MOUSE alive, confined in a small two ounce Phial, the Neck of which is not a quarter of an inch Diameter. This amusing Creature has lived in the Phial three Years and a half without Drink or any Sustenance but Bread only. It cleans out its little Habitation, and hath many other pretty Actions, as surprising as agreeable; but particularly creates wonderful diversion with a Fly, and is allowed to be an extraordinary Curiosity, never before seen in England; at the Expense of 6d. each Person. _Note._--Gentlemen or Ladies who don’t chuse to come, it shall be carried to them, by sending a line to MR LEADER. Like everything else of its kind, the excitement in connection with the bottle-hoax soon gave way to fresh topics of public interest. The trick has, however, been revived occasionally with more or less effect; and Theodore Hook’s cruel, and not particularly clever, hoax, which made a house in Berners Street notorious and its occupants miserable, was but a phase of the swindle just related; and being so, loses whatever merit it possessed in the eyes of those who will sacrifice anything to a joke, so long, of course, as it is original and does not interfere with their own comfort or convenience. Deprived of its originality, Hook’s exploit stands forth as a trick hardly excusable in a boy, and utterly at variance with the character of a gentleman. Now in the bottle-hoax there was quite a different element; people were invited to the theatre to see that which they must have known was utterly impossible. In obedience to the laws which govern human nature, they readily accepted the invitation, and also, in accordance with the same laws, they resented the affront they considered had been put upon them. A moral might be deduced from this, were it not for the fact, that if any hoax analogous to the bottle-trick were to be advertised to-morrow in a conspicuous manner, the proportion of dupes would be at least as great as it was in