A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
indignation it evoked in the _Monthly Review_ (vol. xxvii. 1762). The
object of the puff paragraph had been an insipid panegyric on Lord
Halifax, called “The Minister of State,” which sacrificed on the altar
of Halifax the characters of all preceding premiers, from Burleigh to
Bute, and the attempt to force its sale evoked the wrath of the
_Review_, which commences as follows:--“As the practice of puffing is
now arrived at the utmost height of assurance, it will not be improper
for the Reviewers occasionally to mark some of the grosser instances
that may occur of this kind.” Thereupon it notices the “lying
paragraph,” to which we have already referred, the words within brackets
being the comments of the Reviewer:
A noble Peer has absolutely given directions to his Solicitor to
commence a Prosecution against the Author of the Poem called, _The
Minister of State, a Satire_, as a most licentious and libellous
composition.--The writer, no doubt, merits a severer censure of the
Law than any of his brethren, because instead of employing those
_great talents for poetry and satire for which he is so deservedly
celebrated_ [what does he not deserve for his effrontery?] in the
service of Virtue and his Country, he has _basely_ [basely enough!]
prostituted them to the unworthy purpose of defaming, lampooning and
abusing some of the greatest characters in this Kingdom. [All a puff
to excite curiosity.] We think this LITERARY LUMINARY, of the age
[this illiterate farthing candle!] should pay a greater deference to
the words of his predecessor Mr Pope:
“Curs’d be the verse, how smooth soe’er it flow,” etc.
[We doubt, however, if any of this _honest_ gentleman’s readers will
think his verses worth a curse, whatever they may think he deserves
for his impudence.]
This energetic effort on the part of the _Review_ to prevent undue
reputations being made by disguised advertisements, had little effect in
checking an evil which flourishes unto this day--which will, in fact,
flourish as long as a majority exist ready to believe anything they are
told, and to be more than usually prompt with their credulity when what
they are told is more than usually wrong. The next notification we
select is from the _British Chronicle_ of January 4-6, 1762, and is of
a literary character also, though, judging by the motto adopted, the
work is more likely to produce melancholy than amusement:--
This day are published, Price 1s.,
THE Songs of Selma, attempted in English verse, from the original of
Ossian, the son of Fingal. . . . . _Quis talia fando Tempenet a
lacrymis?_. . . . Printed for R. Griffiths, opposite Somerset House in
the Strand; C. Henderson, at the Royal Exchange; and G. Woodfall,
Charing Cross.
Public-domain text, read in full here on John Shaqi.
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