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
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