A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
At other times Houghton recommends “a tidy footman,” a “quick,
well-looking fellow,” or “an extraordinary cook-maid;” and observes of a
certain ladysmaid, who offered her services through his _Collection_,
“and truly she looks and discourses passing well.” Occasionally he also
guarantees the situation; thus, applying for “a suitable man that can
read and write, and will wear a livery,” he adds for the information of
flunkeys in general: “I believe that ’twill be a very good place, for
’tis to serve a fine gentleman whom I well know, and he will give £5 the
year besides a livery.” Imagine Jeames of Belgravia being told he should
have £5 for his important annual services! Another time “’tis to wait on
a very valuable old batchelor gentleman in the City.” Again, he
recommends a Protestant French gentleman, who is willing to wait on some
person of quality, and Houghton adds, “from a valuable divine, my good
friend, I have a very good character of him.” Of a certain surgeon, whom
he advertises, he says, “I have known him, I believe, this twenty
years.” All these recommendations bear an unmistakable character of
truth and honesty on their face, and are very different from the
commendatory paragraphs which nowadays appear in the body of a paper
because of long advertisements which are to be found in the outer sheet.
Nor is the worthy man ever willing to engage his word further than where
he can speak by experience; in other cases, an “I believe,” or some such
cautious expression, invariably appears. Recommending a hairdresser, he
says--
----I know a peruke maker that _pretends_ to make perukes
extraordinary fashionable, and will sell good pennyworths; I can
direct to him.
And once, when a number of quack advertisements had found their way into
the paper, old Houghton, with a sly nod and a merry twinkle in his eye,
almost apparent as one reads, drily puts his “index” above them, with
the following caution:--
☞ Pray, mind the preface to this half sheet. Like lawyers, I take all
causes. I may fairly; who likes not may stop here.
A tolerably broad hint of his disbelief in the said nostrums and
elixirs. Even booksellers had to undergo the test of his ordeal, and
having discovered some of their shortcomings, he warned them--
⁂ I desire all booksellers to send me no new titles to old books, for
they will be rejected.
When a book of the right reverend father in God John Wilkins, late
Bishop of Chester, was published, Houghton recommended it in patronising
terms--
----I have read this book, and do think it a piece of great ingenuity,
becoming the Bishop of Chester, and is useful for a great many
purposes, both profit and pleasure.
Of another work he says--
----With delight have I read over this book, and think it a very good
one.
Public-domain text, read in full here on John Shaqi.
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