A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
TO THE BROTHERS CHEERYBLE, or any who have hearts like theirs. A
clergyman, who will gladly communicate his name and address, desires
to introduce the case of a gentleman, equal at least to Nickleby in
birth, worthy, like him, for refinement of character, even of the best
descent; like him, of spotless integrity, and powerfully beloved by
friends who cannot help him, but no longer, like Nickleby, sustained
by the warm buoyancy of youthful blood. The widowed father of young
children, he has spent his all in the struggles of an unsuccessful but
honourable business, and has now for eighteen months been vainly
seeking some stipendiary employment.--To all who have ever known him
he can refer for commendation. Being well versed in accounts, though
possessed of education, talents, and experience, which would render
him invaluable as a private secretary, he would accept with gratitude
even a clerk’s stool and daily bread. Any communication addressed to
the Rev. B. C., Post-office, Cambridge, will procure full particulars,
ample references, and the introduction of the party, who is now in
town, and ignorant of this attempt to serve him.
Dickens, knowing his power at that time, must have laughed in his sleeve
at the trick he was playing the professional swindler when he portrayed
the brothers; though, if we are to believe what we are told in the
preface to a subsequent edition of his book, the noble army of
begging-letter writers and suchlike impostors had ample revenge, for he
was pestered nearly to death with importunities to reveal the real name
and address of purely mythical characters. Inventors of appeals to the
benevolent, either by way of letter or advertisement, are a hard-working
race, and must find the task of enlisting sympathy much more difficult
than it was when Mr Puff tided over a time of misfortune by aid of the
charitable and credulous. It is possible even now, despite the efforts
of societies and detectives who give themselves entirely to the work of
unmasking counterfeits, to find one or two of those heart-stirring
appeals to the benevolent which have maintained many an impostor in
idleness for years together. Like Puff did in his time, though
evidently less and less successfully, these advertisers support
themselves upon their inventions by means of the proceeds of addresses
“to the charitable and humane,” or “to those whom providence has blessed
with affluence.” The account which Puff gives of his fictitious
misfortunes so little exaggerates the advertisements which appear
occasionally in the _Times_, that it is well to the point, and worthy of
quoting. “I suppose,” he says, “never man went through such a series of
calamities in the same space of time. I was five times made a bankrupt,
and reduced from a state of affluence by a train of unavoidable
misfortunes. Then, though a very industrious tradesman, I was twice
burnt out, and lost my little all both times. I lived upon those fires a
month.
Public-domain text, read in full here on John Shaqi.
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