A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
WHEREAS divers Persons have lately exposed to sale a counterfeit drink
called ELIXIR SALUTIS, the true drink so called being first published
by Mr Anthony Daffy, who is the only person that rightly and truly
prepares it, he having experienced its virtues for above 20 years
past, by God’s blessing curing multitudes of people afflicted with
various distempers therewith, the receit whereof he never communicated
to any person living; and that these persons the better to colour
their deceit, have reported Mr Anthony Daffy to be dead, these are to
certify That the said Mr Anthony Daffy is still living and in good
health, at his house in Prujean court in the old Bailey, and that only
there and at such places as he has appointed in his printed sheets of
his Elixir’s virtues (which printed sheets are sealed with his seal)
the true ELIXIR SALUTIS or choice CORDIAL DRINK OF HEALTH is to be
sold.
It is noticeable that about this time people were never sure what year
they were in until March, and often during that month; and this is not
only so in the dates on newspapers, but is found in Pepys and other
writers of the period. Some journals do not give the double date as
above, for we have before us as we write two copies of the _Domestick
Intelligence; or, News both from City and Country_, “Published to
prevent false Reports,” No. 49 being dated “Tuesday, Decemb. 23, 1679;”
and No. 52, “Friday, January 2, 1679.” This has not, as many people have
imagined, anything to do with the difference between the New Calendar
and the Old, as our alteration of style did not take place till the
middle of the next century. It must have been a relic of the old
Ecclesiastical year which still affects the financial budget.
That the “agony column” of the present day is the result of slow and
laborious growth is shown by an advertisement, cut from a _Domestick
Intelligence_ of March 1681, which contains an urgent appeal to one who
has in umbrage departed from home:--
☞ WHEREAS a Person in London on some discontent did early on Monday
morning last retire from his dwelling-house and not yet return’d, it
is the earnest request of several of his particular friends, that the
said person would speedily repair to some or one of them, that he
thinks most fit; it being of absolute necessity, for reasons he does
not yet know off.
An advertisement of this kind, without name or initials, might now, like
the celebrated appeal to John Smith, apply itself to the minds of so
many who had left their families “on some discontent,” that there would
be quite a stampede for home among the married men making a temporary
sojourn away from the domestic hearth and its attendant difficulties.
Many of them would perhaps find themselves as unwelcome as unexpected.
Public-domain text, read in full here on John Shaqi.
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