Quaint Advertisements were Published in Early English Press.

Star (Christchurch), Issue 18544, 18 August 1928, Page 19 (Supplement)

Quaint Advertisements were Published in Early English Press.

King Charles appealed for Return of Lost Dog, Lovers poured out their Sorrows, and Wealthy Ladies offered Slaves for Sale.

(Written for the “ Star ” by

BERNICE SHACKLETON.)

IT is a vivid panorama, brimming with human interest, which wo shall find if we turn to advertisements from the earliest newspapers printed in England. Advertisements, indeed, are not common at first, nor are they devoted to those aspects of trade and industry* with which we associate them. They give fleeting sidelights on history; the chapman exhibits his wares; the old stage-coach goes rumbling past; the highwayman echoes far-off along the rutted road: and the hue and cry goes out after runaway servants. We peep into coffee houses and inns, and attend old china auctions thronged with ladies of quality*, attended by their negro boys, or follow the amours of the young bloods who swelled of old along Pall Mall.

We peruse the book-stalls and find one of the brightest names among English poets buried beneath the litter of “Gospel Marrow,” “A Few Sighs From Hell, or the Groans of a Damned Soul,” “Michael Opposing the Dragon, or a Fiery Dart Struck Through the. Kingdom of the Serpent.”

The “Mercurius Politiciis,” which gives publicity to this heated literature also advertises in September of 1659:

CONSIDERATIONS touching the likeliest means to remove Hirelings out of the Church; wherein is also discours’d of Tithes. Church Fees, Church Revenues, and whether any maintenance of Ministers can be settled by Law. The author, J. IM. Sold by Livewei Chapman, at the Crown in Pope’s Head Alley.

Newspapers in the strict sense of the term (there had been a regular profession in the writing of “letters of news” or “letters of intelligence” before the printed paper was introduced) did not make their appearance until the latter end of the reign of James I. There is extant an “English Mercurie,” which purports to have been published in the year 1588, when England lay in dread of the Spanish Armada, but this paper is a forgery*. The “Weekley Newes,” published in London in 1622, was the first authentic newspaper; but it contained only a few items of foreign intelligence, and was quite destitute of advertisements. During the hubbub and political strife of the succeeding reign, and as the strong brains of the time began to realise the political power of the Press in England, the newspaper was forced into a life of extraordinary vigour; but it was not till the Commonwealth had time to settle down and hreathe more freely that the people”discovered its use as a means of' making their wants known, and giving ’ publicity; to their wares. Just weeks'"after the death of the '’Prgtectpr 'th'ere' appears the first advertisement for tea, although it must have keen* on sale previous to this.

THAT Excellent find by all Physitians approved Chinst Drink' called l>y the Chineans Telia, by other nations Tav alias Tee, is solcUat the Suita ness Head Cophee-house, lit "Sweetings' Rents, by the Royal Exchange, ' London,—-Mercur-ius Politieus; September 30/ HSSS.

The reference to a “copbee-house” would suggest That'coffee' had by this time also found" its way into England; but' these mild stimulants, suitable for Quakers and Anabaptists, did not yet suffice for the hearty tastes of the people who were bringing back the Bonny Prince, and "tay alias tee” could not for a time claim its own before his introduced French wines and brown October.

While those who would weather the storm were tacking and setting their sails before the changing wind; when meetings were advertised of persons in possession of sequestered estates in orAr that they might devise means to propitiate the king; when in place

of “Gospel Marrow" the Episcopal wind was blowing “The Tears, Sighs, Complaints, and Prayers of the Church of England'” into the advertising columns, there remained one name faithful to the Puritan cause. On March 8. 1660, the. blind old bard with intrepid courage calmly issued the following corrections to his hastily-written pamphlet:—

THE ready and rasie way .to establish a. free Commonwealth, and the excelle.nee thereof compared with the inconveniences and dangers of readmitting Kingship in this Nation. The Author, J. M. Wherein. bv reason of the Printer* haste, the Errata not coining in time, it. is desired that the following limits may be amended. Page !*, line 32, for the Areopagus' .read of Areopagus. I\ 10, 1. .1. for-full Senate, true Senate; 1. 4, for tits, is the whole Aristocracy; 1. 7, for Provincial States, States of every City. P. 17. 1. 20, for cite, eitie; 1. 30. for left. felt-. Sold by Livewel Chapman, at the Crown in Pope's-head Alley.

Two months after Milton was in hiding and a common, hangman burning his works. As London turned from Nonconformist sermons to the gaiety of the Merry Monarch's presence, the “ Mercurius Politicos," ever sensitive to public opinion, changed its name to the “ Mercurius Publicus,” and, under the direction oC King Charles, became a channel for inquiries after lost luggage and his Majesty’s favourite dogs.

A Leathern Portmantle Tost, at Sittinghurn or Rochester, when his Majesty came lnther. wherein was a Suit of Camolet Holland, with two little laces tn a seam, eight pair of white gloves, and a pair of Does leather; about tweptv yards of skie-coloured Ribbon twolveP e "">' broad, and a whole piece of black Ribbon tenpenny broad, a cloath leadcoloured cloak, with store of linnen; a pair of shooes, slippers, a Montero, and other things; all of which belong to a Gentleman (a near servant to His Majesty) who hath been too long Imprisoned and sequestered to he now robbed when all men hope to enjoy their own. If any can give, notice, they ma*; leave word with Mr Samuel Merne, Hi.? Majesties Book-binder. at his house in Tittle Britain, and they shall be thankfully rewarded.

We have theh testimony of Pepvs upon the fondness of the King for his dogs. He describes him as strolling in St James’s Park, or at a later date than the following advertisements appear, talking to sweet Nell Gwynn as she leaned from her garden wall that bordered upon Pall-Mall, with his dogs continually about him. On June 28, 1660, the loss is announced of—

A Smooth Black DOG, less than a Grey-hound, with white under his breast belonging to the King’s Majesty etc- ’

This dog was evidently a favourite, for in the next issue the public is again notified of its non-appearance in a stvle that suggests the pleasant good humour of the King :

Black Dogf iietlv “on 01 ! 'is’rey-hound ’“And a Spaniel, no white about, him. onely

a. streak on his Breast, and tavl a little bobbed. Tt is His Majesties own Doe and doubtless was stolen, for the. Doe was not born nor bred in England, and would never forsake his Master. Whosoever finds him may acquaint ajiv at Whitehall for the dog was better known at. Court than those who stole bin, Will they never leave robbing- m s Majesty? Must he, nor. keep a lW" Thi« Dog’s pla'ce. (though better fliyn * some imagine) is the only place which liobodv offers to beg.

The entertainment'of the gentler sex very largely prompted the brilliant essayists of the Anne period to that achievement of English journalism in the publication of the “ Tatler ” and later the “.Spectator.” Up to this time there had been a dearth of literature suited to the tastes of women. One wonders if Sir Richard Steele, tinder the guise of Isaac Bickerstaff, Esq., obtained much of the matter for his journal from promptings such as ap

pear in the following advertisement from the “ Tatler," May 8, 1709:

ANY Ladies, who have any particular .stories of their acquaintances which they arc willing privately to make public, may send ’em by penny post to Isaac Bickerstaff, Jflsq., enclosed to Mr .John Morpeau, near ... Stationers’ Hall.

'I he intentions bf the above may have been harmless enough, but it soon becomes evident that in those crude days a woman's tongue was not her only weapon. In 1722 there appears in a public journal the gage to battle thrown down and accepted thus:

rHALTENGE,—T, Klizabcth Wilkinson. of Clerken well. having had some words with Hannah Hvfield. and requiring satisfaction, do invite her to meet mo on the stage, and box me for three guineas; each woman holding half-a-orown in each hand, and the first woman that drops the money to lose the battle.

ANSWER.—T, Hannah Hyfield. of Newgate Market. hearing of tin resoluteness of Klizabeth Wilkinson, will not fail, God willing, to give her more blows than words, desiring home blows, and-from her no favour; she may expect a good thumping:

Were the half-crowns held in the hand to prevent scratching? The blunt manners and cruel practices reflected in the advertisements of cock-fighting and bull-baiting appearing about this time may be set against this other, which is no less characteristic of the spirit of gallantry of the day:—

A GENTLEMAN who, the twentieth instant, had the honour lo conduct a lady out of a boat at Whitehall-stairs, desires to know where lie may wait on

her to disclose a matter of concern. A letter directed to Mr Samuel Reeves, to be left with Mr May. at the Golden Head, the upper end of New Southampton Street. Covent Carden.—Tatler, March 21, 170 f».

But if we take a leap into the next century, lovers do not hesitate to pour out their very hearts through the pages of the newspapers. Some are plaintive, searching utterances, some sad and full of love’s longing, some flash disillusionment and indignation, and others speak furtively and in cypher:

THE one-winged Dove must flic unless the Crane returnes to be a shield against her enemies.—Times.l 850.

B.J.C. How more than cruel not to write. Take pity on such patient silence.—Times, ISSO.

It is enough; one man alone upon this earth have I. found noble. Awa> from me for ever: Cold heart and mean spirit, you have lost what millions—empires—could not have bought, but which with a single word truthfully and noblv spoken might have made your own to nil eternity. Yet you are forgiven: depart in peace.: 1 rest in my Redeemer.—Times, 1852. FLO.—Thou voice of my heart! Berlin. Thursday. I leave next Monday, and shall press you to my heart on Saturday. God bless you!—Times, November 29. 1853. FLO.—The last is wrong. T repeat it. Thou voice of my heart.' I am so lonely. 1 miss you more than ever. I look at your picture, every picture, every night. I send you an Indian shawl to wear round you while asleep after dinner. Jt. will keep you from harm, and God bless you! bow I do love you?— December 23, 1853. FLO'.—I fear, dearest, our cipher is discovered;' write at once to your friend, “Indian Shawl” (P. 0.), Buckingham. Bucks.—January 7. 195 1. And now. after all these sentimental vapobTtngs, we may. turn to something with a more business-like air. Indeed, the following looks somewhat too mercenary:— MATRIMONY TO MILLINERS AND DRESS-MAKERS.—A young man about to emigrate to South Australia would be happy to form an alliance with a young woman in the above line possessing £OO or £IOO property. Any one so disposed, by applying by 'letter (post-paid) to T. Hall, 575, Upper Thames Street, till Saturday next, appointing uu interview, may depend on,

>rompt attention ami strict secrecy.— Times, 1845.

Another insterted by the friends of a young, amiable, handsome bachelor assures the reader that “ ingratitude was never one of his faults.” It carries the postscript: “The witticisms of cockney scribblers deprecated.” Yet another, “ a widower, and in want of a wife." announces that he has “ rive children, three sides of bacon, and some pigs ready for market. ... A good sterling woman would be preferred, who would take care of the pigs.” The fashion for keeping blackamoors in attendance on ladies of quality was first introduced about the time of Charles 31., probably through the intercourse of merchants with the Venetian Republic. They were regarded as property, and saleable, and wore collars bearing the names of their masters:— • A BLACK Boy. an Indian, about thirteen years old. run away the Bth instant from Putney.fi with a collar about his neck with this inscription: "The Lady Bromfield's black in Lincoln's. Inn Fields." Whoever brings him to Sir Rdward Bromfield's at Putney shall have a guinea reward.—The London Gazette. 1694. TO be Sold, a negro boy, aged! eleven years, Knqulre. of the Virginia Coffeehouse in Thread needle Street, behind tho Royal Exchange.—Daily Journal, 1728. Modern mistresses who are harassed by the servant problem might, contemplate this picture of the. oldfashioned sort of servant, after whom the Hue and Cry went out:— A Black-haired Maid. of middle stature, thick set having her face full marked with smallpox, calling herself bv the name of Nan or Agnes Hobson, did on Monday, the 2S of May, about six o clock in the morning, steal away from her Ladies house in the Pall-Mall a nungle-coloured wrought Tabby Hovu of Deer colour and white, a black striped Sat tin Gown with four broad bone-. Mack silk Laces, and a plain black wateied French Tabby Gown; Also, ona Scarlet-coloured and one other Pinkcoloured Sarenet Pcticoat, and a white watered Tabby Wastecoat. plain; Several Sarcenet. Mode. and thin black Hoods and Scarfs, several fine Holland Shirts, a laced pair of Guffs and Dressing; one puir of Pink-coloured Worsted Stockings, a Silver Spoon, a Leather bay, etc. She went away in grey Glotli Waistcoat turned, and a Pink-coloured Paragon upper Pcticoat, with green Tammy under one. jf anv shall give notice of this person. ~r things, at one Hopkins, a next door to the Vine Tavern, neur Pal-Mall end, near <’haring < 'ross or at Mr Osteler’s at the Bull Head in Cornhill, near the Old Exchange, they shall VT of-" ardc ?.t« r t,le * r I'ains.—*Slcrcurius Politicus, 1660.