INFANCY OF ADVERTISING

Gisborne Times, Volume LXXIII, Issue 11833, 14 January 1933, Page 9

INFANCY OF ADVERTISING

QTMIXT EARLV AXXO EXCEA) KXTS WANTED—oOO LIVE RAJ'S. lien (lie first news sheets were published in England in 1022 there a\'us a. strange reluctance* on the part of Hie proprietors to open their columns io advertisements. If, was not until I GoT. when some astute business man recognised the commercial value of the .-business, Unit the “Public Advertiser,” entirely devoted to advert ismg.. was published. J.t iwas the ■immediate success of this venture that brought the possibilities of advertising under the notice .of the owners of news sheets, fn the “National Review”, Air. R. F. Xaftel remarked recently that .the advertisements. in newspapers; over the Ja?t 2do years provide a dear-cut reflection ol ilie social wants, tastes, and habits ol our forefathers. He has collected a strange assortment of public minouiiceiiieni.s to support bis contention.

I rout the beginning, women’s toilet and fashion, food and drink, medicine and health, form the bulk of the advertisements over two and a half centuries. Beauty “eosmeteeks and liquors were as much sought after hv our grandmothers as they are to-day. In the 18th century “Bavarian red liquor” was given extensive publicity as giving a blushing color to T he chocks. ]t could be applied locaJiv or taken infernally, when it, was warranfed to make the face “delightiuliy handsome and beautiful.” I r cost 3s Od a bottle, with full directions for use. Early in tli 0 10th century. Airs. Harden announced that her preparatmns for changing the color of the hair were patronised by the “'Court and nobility.-' The effect could lie •seen on Airs. Harden’s own hair if patrons called at her private bouse; but. ii preferred, she would call at ladies' own residences.

Ihe first known advertisement for tea appeared in 1009. Tt ran : “That excellent and b.v a]l physitians npproved China drink, called bv the Cldnenns ‘Telia,’ hv other natives Tav. alias Tea. is sold at -the Sultatiess Head in Sweetings Bents. by the Loyal Exchange. London.” Six years earlier a long and elaborate advertisement announced the appearance of coffee in London. Among a long list of virtues i T was claimed that ; '|t suppresseth fumes exceedingly. and is therefore good against the headache. and will stop much any defhixlons of rheums, that distil from the head to the stomach. . . . | r j, s Cxcellent To prevent- and cure the dropsy. gout, and scurvy.” At- this time coffee cost from -Is fid to 6s Sd a lb., and chocolate was .sold plain at 2s fid a pound, but the perfumed varieiv cost ns much as 10s. Quack doctors’ advertisements were numerous and strange. Jn the 17th century one announced: “Small bags to hang about children's necks, which are excellent both for the prevention and cure of the rickets, and to ease children in the breeding of teeth are prepared by Air. Edmund Buekwortli at As a hagge. r l here are also numerous advertisements of remedies for seasickness. vouched for by sailors.

Alanv of tlie announcements strike a personal note. One irate tenant in an early 10th century newspaper advertised tor 000 Jive rats, for which he would gladly pay £5, in order to leave a house, of which the lease had expired, in the sam e condition as he had found it. He added a note. “The rats must he full grown and no cripples." The most personal and amusing advertisement of the collection announces:—“Run away from Patrick Ale.B-allagli. AVhereas my wife. Airs. Bridget. AlcDallagh, is again walked away with herself, and left me with her four small children and her poor old blind mother, and nobodv else to look after the house and home, and. I hear has taken up with Tim Guigan. the blind fiddler—the same as was put in the stocks last Easter for stealing Barclay Doody's gamecock. This is to give- notice that- I

will not pay, for bite or sup on her account- to any mortal man. and that she had better not show the marks of her ten toes near my house again. N.B—Tint had better keep out of my sight.”