A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
And one who could very probably afford to be despoiled still less--one
of the poor Cavaliers who expected so much from the representative of
Divine right, and who were to be so terribly disappointed--is also
victimised, his whole stock of bag and baggage being annexed by some of
those vagabonds who only see in any public excitement a means to their
own enrichment at the expense of others. Fancy the state of mind of the
elderly gentleman who is so anxious to present himself at Court, while
waiting the return of the articles thus advertised in the _Mercurius
Publicus_ of July 5, 1660:--
A LEATHERN Portmantle lost at Sittingburn or Rochester, when his
Majesty came thither, wherein was a suit of Camolet Holland, with two
little laces in a seam, eight pair of white Gloves, and a pair of Does
leather; about twenty yards of skie-colourd Ribbon twelvepenny broad,
and a whole piece of black Ribbon tenpenny broad, a cloath
lead-coloured cloak, with store of linnen; a pair of shooes, slippers,
a Montero, and other things; all which belong to a gentleman (a near
servant to His Majesty) who hath been too long imprisoned and
sequestered to be now robbed, when all men hope to enjoy their own. If
any can give notice, they may leave word with Mr _Samuel Merne_, His
Majesties Book-binder, at his house in Little Britain, and they shall
be thankfully rewarded.
This _Mercurius Publicus_ from which we have just quoted is said to be
the _Politicus_ we have mentioned in reference to earlier
advertisements, which turned courtier in imitation of the general
example, and changed its name also in emulation of popular practice. All
England seemed then to have gone mad with excessive loyalty, and it is
no wonder that Charles was surprised that he could have been persuaded
to stop away so long. The columns of the _Mercurius Publicus_ were
placed entirely under the direction of the King, and instead of the
slashing articles against malignants, which were wont to appear before
its change of title, it contains, under Restoration dates, virulent
attacks upon the Puritans, and inquiries after his Majesty’s favourite
dogs, which had a curious knack of becoming stolen or lost. In addition
to the canine advertisement already given, we take the following, which
appears during July, and which would seem to have been dictated, if not
actually written, by Charles:--
☞ We must call upon you again for a Black Dog, between a Grey-hound
and a Spaniel, no white about him, onely a streak on his Brest, and
Tayl a little bobbed. It is His Majesties own Dog, and doubtless was
stoln, for the Dog was not born nor bred in _England_, and would never
forsake his Master. Whosoever findes him may acquaint any at Whitehal,
for the Dog was better known at Court than those who stole him. Will
they never leave robbing His Majesty? must he not keep a Dog? This
Dogs place (though better than some imagine) is the only place which
nobody offers to beg.
Public-domain text, read in full here on John Shaqi.
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