From Household Words.
PICTURE ADVERTISING IN SOUTH AMERICA.
The concentrated wisdom of nations used formerly to be sought for in their proverbs; we look for it now-a-days in their newspapers. Whether we always find what we seek, in this respect, may be a question; but something is sure to turn up in them that will repay the search, though the leading article, the records of parliament and of law, or even the letters of "our own correspondent," may fail to disclose it. The "intelligent" reader will at once see that we point to the advertising columns, but we are not going to inflict an epitome of the first and second pages of the Times, or present an abstract of its Supplement, characteristic of our country as the result might prove. We purpose to go somewhat further afield, and tread upon ground hitherto unbroken. A file of South American newspapers has suggested to us that it might prove amusing, if not instructive, to describe the wants and wishes, the habits of life, and something of the pervading tone of society, in certain parts of that hemisphere, as shown in the advertisements of the periodical journals. We have selected the city of Buenos Ayres for this illustration, and turn at once to our file.
The political feature is absent here, for where men have always arms in their hands to establish a new "Constitution," or destroy an old one, they look elsewhere than to a newspaper advertisement for the arena wherein to exhibit their valor or patriotism. Their "London Tavern," their "Town Hall," their "Copenhagen Fields," or "Bull-ring," are to be found on their wide-spreading Pampas, or in the fastnesses of their Sierras, with the lasso at the saddle-bow, the sharp spur on the heel, the trabrigo (carbine) in the holster, and the lance or sabre in the grasp. These politicians have no time for reading or writing advertisements, nor would it answer any very useful purpose if they did. The only attempt that is ever made to catch the patriotic eye, is where a formal notice is issued by the authorities, touching taxes, or a muster of militia for some peaceful end; on these occasions, a "Viva la Federation!" (Long live the Confederation!) appears at the head of the advertisement announcing the fact; and when it has a quasi-military character attached to it, the portrait of an infantry soldier under arms, in white tights, Hessian boots, crossbelts, stiff stock, and ponderous chako (none of them very pleasant things to think of in latitude thirty-four degrees south, with the thermometer ninety-six in the shade), is invariably added. But the confederation is not appealed to merely because the nature of the advertisement may seem to require it; we find the same heart-stirring refresher associated with ass's milk, live turtle, runaway slaves—with everything, indeed, that has an interest for the community, portable or edible, necessary to its comfort, or serviceable to its desires.
But if liberty has very little claim on the advertising columns of a newspaper in Buenos Ayres, there is a large set-off in favor of slavery. The papers teem with notices concerning that portion of the people who have the misfortune not to belong to themselves. And here it may be desirable to advert to a feature which is essential to the success of an advertisement in South America; it must be pictorial. Our own country newspapers, and most of the continental ones,—those of our Parisian friends in particular,—show us what can be done in this way; but they do not elaborate their subject after the manner of the Buenos-Ayreans. With them the advertisement must have a double chance; they who can read may enjoy the advantages of a liberal education in plain type;—they who have not been introduced to the schoolmaster may gather the meaning of the "noticia" from the greater or less striking resemblance of the object advertised to the woodcut which illustrates it. It is true, a difficulty may sometimes arise in the latter case, owing to an economical employment of the same block to represent a great variety of actions; the same slave is always in the attitude of a fugitive, whether he be described as running away with all his might, or quietly standing still to be sold; the same horse is always in a high trotting condition, whether he be supposed to career across the plain, or hold up a foot to be shod; the same bull has always his head bent down, with the same mischievous poke of the horns, whether he be advertised for slaughter or recommended for sport.
A cook who might make a pudding with quick-lime instead of flour, and instead of a bath-brick send in a real one, would not accord with the notions of an English housewife. Female slaves who are to be sold, are represented as like to Atalanta, as the males are to Hippomenes. They, too, attired in a long night-gown, which has very much the look of impeding their flight, are always bolting with a bundle, which probably contains the bonnet they never appear in, or the shoes they are not supposed to wear. In like manner, if you wish to buy (se desca comprar) a slave, of either sex, you do so with your eyes open; for the great probability that the new purchase will vanish on the first favorable opportunity, is vividly get forth in the woodcut that speaks for all. The prices are tolerably high,—a boy, as we have seen, fetches nine hundred dollars; a woman-servant (una criada), fifteen hundred; and a man in the prime of his age,—for manual labor,—eighteen hundred, or two thousand. What a fortune Louis Napoleon might make, if he could establish a market-value for those whom he proscribes! M. Thiers would then be worth four hundred pounds!
The next step is to religion,—or, at least, to its forms and ceremonies. We see the vignette of an altar-table, covered with a fair cloth, whereon stand a crucifix, and a pair of long waxen tapers, in full blaze, a holy-water pot, and a sprinkling-brush, are placed beside the table, beneath which is spread a handsome carpet. So much for the emblem; now for the text:
"Doña Agustina Lopez de Rosas, the citizens Don Prudencio and Don Gervacio Ortiz de Rosas, and others, brothers, wife, and sons of the deceased Don Leon Ortiz de Rosas (Q.E.P.D.), invite those gentlemen who, by accident, have not received notes of invitation, to accompany them to pray to God for mercy on the soul of the aforesaid deceased, in the Cathedral Church, at ten o'clock of the 20th of March current, by which they will feel under infinite obligation."
The next is a more than half-obliterated impression of an image of the sun, partly obscured by clouds, with the obligato crucifix in the midst, headed "Ave Maria;"—it is the third advertisement (tercer aviso), and is addressed by the Superiors (Mayordomos) of the most Holy Rosary to all faithful and devout sons of the most holy Mary.
The text of this address we need not give; the substance will be sufficient. It tells the history of the completion of the two naves and other parts of the church of the Patriarch San Domingo, which have been painted, whitewashed, and otherwise decorated, in the sight of all the faithful (à la vista de todos los fieles), and—to make a long story short—money is wanted to make it what the priests wish it, and' therefore the superiors intend to stand daily in the chief porch to receive subscriptions, the smallest sums being—as in England, and every where else—most gratefully received.
The mortuary advertisements are not absolutely a transition "from praying to purse-taking;" only a variety of the same general mode of dealing. We select two of these:—In the first, we behold a lady in the full-dress evening costume of the Empire, with a very short waist, and very little drapery above it, leaning pensively against a funereal monument; an embroidered pocket-handkerchief being placed beneath one elbow, to protect it from the cold marble; in her left hand she carries a substantial wooden cross, which is held so as to fall over the shoulder; a weeping willow on the opposite side to the mourning lady balances the composition. Below the picture is the announcement that "Funereal letters (Esquelas de Funerales) of every tasteful description, engraved as well as lithographic, and at a very moderate price, are to be obtained at the printing-office of the Mercantile Gazette, in the street of Cangallo, No. 75, where designs of all kinds maybe seen." The second is more sombre in outward show, but less applicable to the general business of the advertiser. It is headed, "Interesting to all whom it may concern." (Interesante à quienes conguenga.) We have here a very black tree, a very black tombstone, and a very black sky; the outline of the two former relieved by gleams of light from a very full moon; and having gazed our fill on these melancholy objects, are told that—"In the street of Victory, at No. 63-1/2, at all hours of the day, an individual is to be met with who undertakes to supply every description of cards or notes of invitation, whether for funerals or any other kind of entertainment; he undertakes at the same time to serve those gentlemen who may honor him with their orders, with the very best goods, &c.," after the approved fashion of advertisers all over the globe.
Natural history affords the Buenos-Ayreans great scope for their artistical genius. Don Federico Costa announces a grand spectacle of wild beasts; and that there may be no mistake about what he has to show, he heralds his collections with the full-length portrait of an Uran-utan (Orangutan), which he describes as a native of Africa. This interesting animal is seated on a bank, with a large stick in one hand, looking over his shoulder, and displays an endless amount of fingers and toes; the greater the number, the nearer, in Don Federico's opinion, the creature's approach to humanity. There is a wonderful bit of shadow thrown from one of the Uran-utan's legs, which puts one in mind of the footprint that so startled Robinson Crusoe; and, indeed, the general appearance of the animal is not unlike some of the earlier portraits of that renowned mariner, only nature has done for the Uran-utan what art and goat-skins accomplished for the solitary of Juan Fernandez.
The moral attributes of Don Federico's pet are strongly insisted upon in the advertisement,—his excellent disposition, the ingenuity of his mind, and (included in "la moral") the surprising dexterity with which he scoops out the contents of a cocoa-nut "in a manner most pleasing (muy agradáble) to the beholders." His companions in captivity are porcupines, tiger-cats, ounces, armadillos, and a number of animals bearing local names, besides divers snakes of different colors, two thousand well-preserved insects, and, finally, (por último,) a collection of antiquities from Mexico. The price of admission is two reales—the universal shilling; and children, in Buenos Ayres, as in London, are admitted for half-price.
A livelier turtle than that which is figured for the edification of the gourmands who frequent the Hotel of Liberty in the street of the 25th of May, it would be difficult to find even in the celebrated cellars of Leadenhall-street. If we were wholly unacquainted with the domestic habits of these scaly delicacies, we might easily imagine, from the picture here given, that the way a turtle gets over the ground is by flying, his outstretched feet and flippers serving him for wings. This advertisement is brief,—on the principle that good wine needs no bush. We are merely informed that turtle-soup, cutlets, and broiled fins, are to be had from mid-day till sunset. There is no occasion for the hotel proprietor to waste his money in commending wares such as these. The picture and the hour of consummation would have been enough.
It is well that invalids should be told, that at No. 76, in the Street of Maipú, the milk of an ass "recently confined" is always on sale; but the woodcut attached to the advertisement makes the fact appear doubtful; for a sturdier male animal than the "burro" there depicted, was never painted by Morland or Gainsborough. This, however, may arise from the necessity which exists for one of a sort doing duty for all. But there is another singularity in this advertisement. With no line to indicate a fresh subject, as is the case in every other instance, the portrait of the ass is always followed by the words "Long live the Confederation! Death to the Unitarians!" These lines have puzzled us; and we hesitate to give the only explanation that strikes us: something disrespectful, in short, to the Confederation of Buenos Ayres.
It is not only the slaves that run away in that part of South America: the infection extends to dogs, horses, and oxen, all of which, like Caliban, seem for ever on the look out to "have a new master, get a new man," to hunt, ride, or drive them. There is a daily column, headed "Perdida," in which long-tailed horses, with flowing manes, pointers in immovable attitudes, for ever pointing, and sinister-looking bulls—thorough-paced gamblers, always ready for pitch-and-toss—are advertised as having left their owners, who strive to win them back by rewards varying twenty to fifty dollars. In all these cases the missing animals are described as having "disappeared" (desaparecido)—a mild term for "stolen;" it being the Spanish custom to refrain from "wounding ears polite"—except when the blood is up; then, indeed, they may take the field against Uncle Toby's army, that swore so terribly in Flanders.
This delicate mode of appealing to the consciences of thieves—which, carried fairly out, would probably bear a strong resemblance in the end to the politeness of Mr. Chucks—is extended to property of all kinds. A large watch, of the genus turnip, the hands pointing to half-past eleven, the time, perhaps, when the robbery is supposed to have taken place, and accompanied by the expressive word "Ojo" (look sharp) thrice repeated, indicates, what the advertisement soon plainly tells, that from No. 69, in Emerald-street, there have "disappeared" a valuable lot of articles, which give a very good idea of the turn-out of a well-mounted horseman in South America. There are, first, several pairs of large silver spurs—and a pair of Spanish spurs, when melted down, would make a decent service of plate,—quite enough for a "testimonial" to ourselves; and then come braided headstalls and bridles, with twisted chains and cavessons of silver; the reins hung with silver-bells, and decorated with silver bosses, and the bits and curbs heavily mounted with the same costly metal. This robbery has been evidently "a put-up thing," for there is no word of housebreaking,—merely a disappearance; and all silversmiths, pawnbrokers, and the public in general, are entreated (se suplica à los, &c.) to detain the article, if offered, and a reward of two hundred dollars will be given. Perhaps the gentlemen who caused the horses to disappear have taken this mode of procuring caparisons!
Quack-medicine vendors are not wanting in Buenos Ayres to render important services to humanity. Two magnificent cut-glass decanters, gigantic in proportion to a tree of wondrous virtues which stands between them, are stated to be full of a healing medicine, which will do the business of all whom the faculty have given up or are otherwise incurable, as effectually as Parr's Life Pills or Holloway's Ointment. The chief establishment for the sale of this elixir is very carefully pointed out; and for the benefit of future travellers we may mention, that it is to be found at No. 496 in the street of Cangallo, and in the very last door on the left-hand side, behind the windmill; and that in the court-yard of the house there is a garden filled with statues, of which the originals are probably defunct; but whether the elixir out of the two large decanters had any thing to do with this apotheosis, we refrain from conjecturing.
The preceding advertisements are the most noticeable for embellishment and style. The ordinary kind of wants are set forth with woodcuts and text of a less striking kind, but almost all are illustrated. Wine has a barrel for its sign; music, a violin; travelling, a carriage; gardening, a flower-pot; upholstery, a chair; the cobbler's mystery, a top-boot; the hatter's, a beaver; and the letter of lodgings, a house full of windows. Not all of them are confined to the Spanish language, for there are many English merchants and traders; and to accommodate the last, a notice like the following recommends the aforementioned Street of Piety:
"To Det. To roms in altos one Squaz from the Place of Victory."
The author of this announcement certainly had not achieved a victory over the English language.