A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
As we have no wish whatever to paint the lily, we will, although the
subject is a kindred one, leave Horace Walpole’s book without a fresh
criticism to add to the thousand and odd already passed upon it, and
will pass on to the land “where the men are all brave and the women all
beautiful,” and where, in _Faulkner’s Dublin Journal_, also of February
1762, we come upon the cry of a young man for his mother. In the
advertisement is the nucleus of a story quite equal to “Tom Jones,”
provided, of course, that its author possessed the fancy of a Fielding.
We are not aware of any literary gentleman who would succeed, though we
are acquainted with plenty who would most confidently make the attempt;
their only doubt, if doubt possessed them at all, being not in their own
powers, but in the discernment of the reading public. To them,
therefore, we present the groundwork of a story which would naturally
enlist the sympathies of England and Ireland. A little might also be
thrown in for the benefit of Scotland, which would hardly like to be
left out of so fascinating a romance:--
WHEREAS a lady who called herself a native of Ireland was in England
in the year 1740, and resided some time at a certain village near
Bath, where she was delivered of a son, whom she left with a sum of
money under the care of a person in the same parish, and promised to
fetch him at a certain age, but has not since been heard of; now this
is to desire the lady, if living, and this should be so fortunate as
to be seen by her, to send a letter, directed to T. E. to be left at
the Chapter Coffee house, St Paul’s Churchyard, London, wherein she is
desired to give an account of herself, and her reasons for concealing
this affair: or if the lady should be dead, and any person is privy to
the affair, they are likewise desired to direct as above.--_N.B._ This
advertisement is published by the person himself, not from motives of
necessity, or to court any assistance (he being, by a series of happy
circumstances, possessed of an easy and independent fortune) but with
a real desire to know his origin.--_P.S._ The strictest secrecy may be
depended on.
Foundlings seem to have been better off a hundred years ago than now,
for in all stories they come out very well, and in this present instance
T. E. seems to have been able to help himself. It is not unlikely,
however, that some sharp adventurer, knowing how weak is human nature,
had hit upon the expedient of attracting maternal sympathies--Bath was a
great place at that time for interesting invalids--with a view to a
system of extortion. This may, or may not be, and at this distance of
time it is useless to speculate. Accordingly we turn once more to the
_London Gazette_, and in a number for April 1762 find this:--
Public-domain text, read in full here on John Shaqi.
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