A History of Advertising from the Earliest Times.

by Henry Sampson

A MAN OF RANK, holding a distinguished public office, moving in the highest society, and with brilliant prospects—has been suddenly called upon to pay some thousands of pounds, owing to the default of a friend for whom he had become guarantee. As his present means are unable to meet this demand, and he can offer no adequate security for a loan, the consequence must be ruin to himself and his family, unless some individual of wealth and munificence will step forward to avert this calamity, by applying £4000 to his rescue. For this he frankly avows that he can, in present circumstances, offer no other return than his gratitude. A personal interview, however painful, will be readily granted, in the confidence that the generosity of his benefactor will be the best guarantee for his delicate observance of secrecy. He hopes his distressing condition will protect him from the prying of heartless curiosity, and to prevent the approaches of money-holders, he begs to repeat that he can give no security. Address to “Anxious,” General Post Office, London.

For the benefit of those who are curious about men of rank, and in the interests of those who may like to speculate as to who this holder of a distinguished public office may have been, we will state that the advertisement appeared just thirty years ago. There were then, and have been since, many men in office who wanted four thousand pounds; in fact it would be a hard matter to find a man anywhere to whom that amount—or, for the matter of that, a good bit less—would not be agreeable. That these advertisements were not altogether fruitless, this, from the Times of February 1851, would seem to show:—

TRURO.—The generous friend who transmitted from this place under cover to the Secretary, G.P.O. an ENVELOPE containing a SUM of MONEY is gratefully informed that the individual for whom it was intended was relieved by it to an extent of which he can form no conception, and is earnestly entreated COMMUNICATE, if not his name, at least an address to which a letter may be sent. W. H.

Men reduced in circumstances seem to have less and less chance as the world gets older. There would not be much good got out of an advertisement for money nowadays, whatever the original position of advertiser, unless he could promise something in return. His promise might be quite impossible of performance, but still it would be something; and if we are to judge by most of the swindling advertisements which have succeeded in taking in thousands of people, the more improbable the undertaking the more probable the success. Here is another man of high rank, of later date, who only asks for employment. A good pinch of salt must, we think, be taken with the concluding sentence of the application:—

IT WOULD BE A NOBLE ACT OF HUMANITY if any generous and kind-hearted individual would procure or grant EMPLOYMENT to a suffering individual, in whose behalf this appeal is made. He is of high rank, education, and manners, and in every point of view fit to fill any situation. He is without influential friends, and from complicated frauds and misfortunes, is unable to continue the education of eight lovely children. He seeks nothing for himself, except to be so placed, giving to the hands of his kind benefactor all he receives for his children’s present and future support. This will save him from a broken heart. Any situation that will enable him to effect this object will be received with heartfelt gratitude, and filled with honour, assiduity, and fidelity. Most respectable reference, &c. N.B. No pecuniary assistance can be received. Address ——.

A man of “high rank, education, and manners,” without influential friends, is certainly an anomaly in this country; and the “eight lovely children” forcibly remind us of the large families which begging-letter impostors and cadgers generally have constantly at home, hungering not so much for education as for bread and meat. The mention of high birth reminds us of the many advertisements which have in the course of years appeared from people who, not satisfied with being rich, seek to be fashionable, and who offer free quarters and other advantages to any one possessed of the entrée to Society, and yet not over-gifted with the more solid blessings of this world. Of course these generally appear in the most fashionable papers, and the specimen which follows is taken from the Morning Post of half-a-dozen years ago. With the exception that it mentions foreign towns, it is almost identical with others which have appeared in reference to our own most exclusive circles:—

SEASONS at SPA and BRUSSELS.—A Lady and Gentleman, well connected, offer to RECEIVE as their GUEST, free of all expense, a lady or a gentleman of family, who, in sole return for the freedom of home, could give the entrée into Belgian society. Spa in the summer, Brussels in the winter. A small establishment. A good cook. The highest references.—Address P. R., Poste Restante, Brussels.

Such notices as this go far to prove the truth of the saying that there are blessings beyond price, that is, of course, always supposing the advertisements were unsuccessful. We shall never in future meet any loud vulgar person in Society—provided we are ever admitted within the sacred portal—without suspecting him of having crawled in by means of bribery. Yet our suspicions may alight upon the very leaders of ton; for, so far, the most vulgar men we ever met—among gentlemen—were a horse-racing earl and a coach-driving viscount, and they could have been backed against any four men in that army, the peculiarities of which, while in the Low Countries, will be found recorded in “Tristram Shandy.” Among other advertisements in the columns of the leading journal, worthy of notice in this chapter, are those singular effusions which appear at intervals, especially during any period of political effervescence, and which consist of mad schemes, the offspring of enthusiastic patriots and headlong regenerators of the nation. The following is a fair specimen of these:—

TO THE MINISTERS OF STATE, NOBILITY, AND COMMUNITY AT LARGE.—A Remedy for the distresses of England. Every considerate person admits the present condition of society to be perfectly anomalous. A remedy has at length been discovered—a remedy which would effectually arrest the progress of pauperism, confer incalculable benefits upon the industrial community, and diffuse joy and gladness throughout the length and breadth of the land, making England (without exaggeration) the envy of surrounding nations, and the admiration of the world. The plan possesses the peculiar merit of being practicable, and easy of application, without in the slightest degree infringing the rights of property as by law established, or in any way disturbing the present relations of society. The advertiser will communicate his discovery either to the ministers of state, nobility, or those who may take an interest in the wellbeing of society, on condition of his receiving (if his plans are approved, and made available for the purposes contemplated) £100,000. “If the nation be saved, it is not to be saved by the ordinary operations of statesmanship.”—Lord Ashley. Address ——.

In this chapter, the mysterious “personal” advertisements which years ago were so frequent and so extraordinary—but which now are rarely noticeable except when devoted to the purposes of puffing tradesmen, or when they are more than ordinarily stupid—must naturally receive attention. Now and again a strange announcement attracts a little curiosity in the present day; but for good specimens of the dark and mysterious advertisement we must go back twenty years, and by so doing we shall be enabled at the same time to give a very good reason why people who correspond through the public papers in cipher or otherwise are careful not to attract particular attention. This reason will exhibit itself by means of two cryptographic specimens selected, which appeared in the Times, and were the means of showing that writers of secret signs and passwords must be clever indeed if they would evade the lynx eyes of those who are ever ready for a little mild excitement, and whose hobby it is to solve riddles and discover puzzles. Certainly there must be more pleasure in finding out the meaning of a secret “personal” than in answering the double acrostic charades with which the weekly papers swarm, and which must occupy the attention of thousands, if the quantities of correct and erroneous replies that are received at the various offices may be accepted as evidence. In the early part of 1853 a mad-looking advertisement appeared in the Times, which ran thus:—