A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
If it be true that the _Mercurius_ changed its name from _Politicus_ to
_Publicus_ out of compliment to the new King and his Court, second
thoughts seem to have been taken, and the original name resumed, for
there is a _Mercurius Politicus_ in November 1660, from which is the
following:--
_Gentlemen_, you are desired to take notice, That Mr _Theophilus
Buckworth_ doth at his house on _Mile-end Green_ make and expose to
sale, for the publick good, those so famous _Lozenges_ or
_Pectorals_, approved for the cure of Consumption, Coughs, Catarrhs,
Asthmas, Hoarseness, Strongness of Breath, Colds in general, Diseases
incident to the Lungs, and a sovoraign Antidote against the Plague,
and all other contagious Diseases, and obstructions of the Stomach:
And for more convenience of the people, constantly leaveth them sealed
up with his coat of arms on the papers, with Mr _Rich. Lowndes_ (as
formerly), at the sign of the White Lion, near the little north door
of _Pauls Church_; Mr _Henry Seile_, over against _S. Dunstan’s_
Church in Fleet Street; Mr _William Milward_, at _Westminster_ Hall
Gate; Mr _John Place_, at _Furnivals Inn Gate_ in Holborn; and Mr
_Robert Horn_, at the Turk’s Head near the entrance of the Royal
Exchange, Booksellers, and no others.
This is published to prevent the designs of divers Pretenders, who
counterfeit the said Lozenges, to the disparagement of the said
Gentleman, and great abuse of the people.
It will be seen from this that quack medicines are by no means modern
inventions--in fact, the wonder is, if our ancestors took a tithe of the
articles advertised, that there is any present generation at all; so
numerous and, even according to their own showing, powerful were the
specifics advertised on every possible opportunity and in connection
with every possible disease. As, however, we shall devote special space
to charlatans further on, we will here simply pass to the following,
which promises rather too much for the price. This is also in the
_Mercurius Politicus_, and appears in December 1660:--
MOST Excellent and Approved _Dentifrices_ to scour and cleanse the
Teeth, making them white as Ivory, preserves from the Toothach; so
that, being constantly used, the parties using it are never troubled
with the Toothach; it fastens the Teeth, sweetens the Breath, and
preserves the mouth and gums from Cankers and Imposthumes. Made by
_Robert Turner_, Gentleman; and the right are onely to be had at
_Thomas Rookes_, Stationer, at the Holy Lamb at the East end of St
Pauls Church, near the School, in sealed papers, at 12d. the paper.
_The Reader is desired to beware of counterfeits._
We can now mark the advent of those monstrous flowing wigs which were in
fashion for nearly a century, and may be fairly assumed to have made
their appearance about the date of this advertisement, which was
published in the _Newes_ of February 4, 1663:--
Public-domain text, read in full here on John Shaqi.
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