There are about this time many instances appearing in the notice columns of what has been called love at first sight, though from the fact that advertisements had to bring their influence to bear on the passion, it looks as though the impression took some time to fix itself. Otherwise the declaration might have been made at once, unless, indeed, timidity prevented it. Perhaps, too, the occasional presence of a gentleman companion might have deterred these inflammable youths from prosecuting their suits and persecuting the objects of their temporary adoration. Just after the foregoing we come upon a slave advertisement couched in the following terms:—
A BLACK boy, twelve years of age, fit to wait on a gentleman, to be disposed of at Denis’s Coffee house in Finch Lane, near the Royal Exchange.
There is no mincing the matter about this, and as, at the same time, a very extensive traffic was carried on in “white flesh” for the plantations, the advertiser would doubtless have regarded sympathy with his property as not only idiotic but offensive. And then we light on what must be regarded as an advertisement, though it emanates from the editorial sanctum, and is redolent of that humour which, first identified with the Tatler, has never yet been surpassed, and, as many still say, never equalled:—
ANY ladies who have any particular stories of their acquaintance which they are willing privately to make public, may send ’em by the penny post to Isaac Bickerstaff, Esq., enclosed to Mr John Morpheu, near Stationers’ Hall.
What a chance for the lovers of scandal, and doubtless they readily availed themselves of it. Many a hearty laugh must Steele have had over the communications received, and many of them must have afforded him the groundwork for satires, which at the time must have struck home indeed. In the following year “Isaac Bickerstaff, Esquire,” seems to have taken it into his head that John Partridge, the astrologer, ought to be dead, if he really was not, and so inserted a series of advertisements to the effect that that worthy had really departed this life, which, however amusing to the Tatler folk and the public, seem to have nearly driven the stargazer wild.[28] One of the best of this series, which appears on August 10, 1710, runs thus:—
WHEREAS an ignorant Upstart in Astrology has publicly endeavoured to persuade the world that he is the late John Partridge, who died the 28 of March 1718, these are to certify all whom it may concern, that the true John Partridge was not only dead at that time but continues so to the present day. Beware of counterfeits, for such are abroad.
The quiet yet pungent drollery of this is almost irresistible, but it has the effect of making us rather chary of accepting any of the remaining advertisements which look at all like emanations from the quaint fancy of the editor. Take the following, for instance, which is found among a number of others of an ordinary character, undistinguished from them by any peculiarity of type or position. It seems, however, to betray its origin:—
The Charitable Advice Office, where all persons may have the opinion of dignified Clergymen, learned Council, Graduate Physicians, and experienced Surgeons, to any question in Divinity, Morality, Law, Physic, or Surgery, with proper Prescriptions within twelve hours after they have delivered in a state of their case. Those who can’t write may have their cases stated at the office. * * The fees are only 1s. at delivery or sending your case, and 1s. more on re-delivering that and the opinion upon it, being what is thought sufficient to defray the necessary expense of servants and office-rent.
The theory of advertising must about this time have been found considerably interesting to men who were unlikely to participate in its benefits unless it were through the increased prosperity of the newspapers to which they contributed, for essays and letters on the subject, some humorous and others serious, appear quite frequently. Most noticeable among the former is an article from the pen of Addison, which appears in No. 224 of the Tatler, date September 14, 1710. It will speak better for itself than we can speak for it:—
“Materiem superabat opus.—Ovid. Met. ii. 5.
“The matter equall’d not the artist’s skill.—R. Wynne.