A History of Advertising from the Earliest Times.

by Henry Sampson

He commit generally the articles from Paris, Manufacturers.
And send in all BRITISH CITY.
Attandance from Nine o’Clock in the Morning till five in the Afternoon.

Before and during the year 1825 a man used to stand at the corner of Fleet Market, and deliver handbills in the interest of a society which had for its object the genteel and comfortable interment of its members. One of these advertisements has been preserved, and a copy of it is appended. Its commencement is curious, and must at times have somewhat disconcerted incautious readers, who in the midst of their business cares or pleasure pursuits suddenly had the notice of death thrust upon them. Sir Thomas Browne, who professed to know all about mortality, says that “man is a noble animal, splendid in ashes, and pompous in the grave.” Whoever drew up the handbill was certainly aware of the craving which exists in many minds, especially among the lower orders, for a good funeral, and made abundant provision for it. Really a tædium vitæ almost creeps over one upon reading it. Who would not be willing to die, in death to be attended as is promised? Two rows all round of close-drove best black japanned nails feelingly invite and almost irresistibly persuade us to come and be screwed down. What aching head can resist the temptation to repose presented by the handsome crape shroud, the cap, and pillow? What sting is there in death which handles with wrought gripes are not calculated to pluck away? What victory in the grave which the drops and the velvet pall do not render at least extremely disputable? And, above all, a pretty emblematic plate, with the angel above and the flower beneath, is utterly irresistible. But we in our rhapsody had forgotten to copy the bill:—

BURIAL SOCIETY.

A favourable opportunity now offers to any person, of either sex, who would wish to be buried in a genteel manner, by paying one shilling entrance, and twopence per week for the benefit of the stock. Members to be free in six months. The money to be paid at Mr. Middleton’s at the sign of “the First and Last,” Stonecutter Street, Fleet Market. The deceased to be furnished as follows: a strong elm coffin, covered with superfine black, and finished with two rows, all round, close drove, best black japanned nails, and adorned with ornamental drops, a handsome plate of inscription, angel above, and flower beneath, and four pair of handsome handles, with wrought gripes; the coffin to be well pitched, lined, and ruffled with fine crape; a handsome crape shroud, cap, and pillow. For use, a handsome velvet pall, three gentlemen’s cloaks, three crape hatbands, three hoods and scarfs, and six pair of gloves; two porters equipped to attend the funeral, a man to attend the same with band and gloves; also the burial fees paid, if not exceeding one guinea.

The notice further informed the public, that though the society had only been established a very few years, upwards of eleven hundred persons had put down their names. It is worthy of remark that so many people of the industrious classes should have clubbed their twopences to avoid what they considered the disgrace of a parish funeral, and should doubtless have rejoiced when their six months had expired, and they stood face to face with the handsome velvet pall and etceteras. The very poor are to this day very particular about their funerals, and many a savoury morsel is the living body deprived of that the lifeless one may go comfortably to its last home. A labouring man’s greatest pride often is that he gave wife, parent, or child a good funeral; and this feeling is perfectly independent of the wake peculiarities and festivities that obtain among a certain section of the lower orders. Readers must be warned against an idea which they may be apt to form about the place whence these proposals issued. From the sign of the “First and Last,” they might conclude that Mr Middleton was a publican who, in assembling a club of the above description at his house, had a view to his own interest altogether foreign to the purpose for which the society was instituted. Mr Middleton was no publican, though he hung out a sign, but an honest undertaker, who also dealt in wicker ware, and who, by the exhibition of both cradle and coffin as a device, attracted attention to which the motto “First and Last” contributed in no small measure.

The following humorous handbill was about 1825 given away by a publican in the neighbourhood of the Strand. It is certainly a gem in its way, and shows an originality which was more likely to have been possessed by one of the needy and seedy customers hanging about in the vicinity of the theatres fifty years back, than by the well-fed, well-clad, and probably bumptious “bung,” who ought to have made the writer free of his various entertainments during the long “run” they doubtless obtained if the performance was in any way as good as the programme:—

Licensed by Act of Parliament.
And under the immediate Patronage of the Public.
Theatre of Epicurean Variety
at the
KING OF PRUSSIA
Wych Street.

W. Trampton has the honor of informing his friends and the public that his compact comfortable snug and cosey little Theatre is now open for the Winter Season; where from the well known excellence of the company engaged he trusts to meet with a share of that encouragement it will be his endeavour to merit and his pride to acknowledge.

A peculiar advantage attending this Theatre will no doubt be justly appreciated by the public, namely that tickets of admission may be had for the separate branches of the entertainment, the price of which together with the hours of performance are specified in the following bill:—

During the Week the following Entertainments will be presented.
A favourite Burletta in One Act, called
SOMETHING LIKE BREAKFAST.
The chief characters by the celebrated foreign performers,
Signiors Tea Coffee Sugar etc.
Price of admission 10d. Hours from 8 to 10 A.M.
After which, a Bagatelle, or Interlude in One Act, called
IF YOU LIKE IT, LUNCH IT.