A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
Our next selection will be interesting to those who are curious on the
subject of insurance, which must have been decidedly in its infancy on
July 6, 1685, the day on which the following appeared in the _London
Gazette_:--
THERE having happened a Fire on the 24th of the last month by which
several houses of the friendly society were burned to the value of 965
pounds, these are to give notice to all persons of the said society
that they are desired to pay at the office Faulcon Court in Fleet
Street their several proportions of their said loss, which comes to
five shillings and one penny for every hundred pounds insured, before
the 12th of August next.
Advertisements are so far anything but plentiful, there being rarely
more than two or three at most beyond the booksellers’ and quack
notices; and although nowadays the columns of a newspaper are supposed
to be unequalled for affording opportunities for letting houses and
apartments, the hereunder notice was, at the time of its publication in
the _London Gazette_, August 17, 1685, perfectly unique:--
THE EARL of BERKELEY’S HOUSE, with Garden and Stables, in St John’s
Lane, not far from Smith Field, is to be Let or Sold for Building.
Enquire of Mr Prestworth, a corn chandler, near the said house, and
you may know farther.
Any one who passes through St John’s Lane now, with its squalid
tenements, dirty shops, and half-starved population, will have to be
possessed of a powerful imagination indeed to picture an earl’s
residence as ever standing in the dingy thoroughfare, notwithstanding
the neighbourhood has the advantage of a beautiful brand-new
meat-market, in place of the old cattle-pens which formerly stood on the
open space in front of Bartholomew’s Hospital. Yet as proof of the
aristocratic meetings which used to be held in St John’s Lane, the
Hospitallers’ Gate still crosses it--the gate which even after the days
of chivalry had departed had still a history to make, not of bloodshed
and warfare certainly, but of a connection with the highest and finest
description of literature.
We now come to the year 1688, when advertising was more common than
before, and when Charles having passed away, James held temporary
possession of the throne. One, published in the _Gazette_ of March 8, is
suggestive of the religious tumult which would shortly end in his
downfall:--
CATHOLIC LOYALTY, ☞ upon the Subject of Government and Obedience,
delivered in a SERMON before the King and Queen, in His Majesties
Chapel at Whitehall, on the 13 of June 1687, by the Revnd. Father
Edward Scaraisbroke, priest of the Society of Jesus. Published by His
Majesty’s Command. Sold by Raydal Taylor near Stationers Hall, London.
Public-domain text, read in full here on John Shaqi.
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