Title: Giving Publicity To Business
Author: John S. Adams
FROM the earliest ages of society some means have been resorted to whereby to give publicity to business which would otherwise remain in comparative privacy. The earliest of modes adopted was the crying of names in the streets; and before the invention of printing men were employed to traverse the most frequented thoroughfares, to stand in the market-places and other spots of resort, and, with loud voices, proclaim their message to the people. This mode is not altogether out of use at the present time; yet it is not generally considered a desirable one, inasmuch as it does not accomplish its purpose so readily or completely as any one of the numerous other methods resorted to.
Since the invention of printing, handbills, posters, and newspapers, have been the principal channels of communication between the inside of the dealer's shop and the eye of the purchaser, and from that to the inside of his purse. So advantageous have these modes been found, that it is a rare thing to find a single individual who does not, either on a large or small scale, rein the press into the path he travels, and make its labor conducive to the profits of his own.
England and France have taken the lead in this mode of giving publicity to business; but the United States, with its unwillingness to be beat in any way, on any terms, has made such rapid strides of late in this enterprise, that the English lion will be left in the rear, and the French eagle far in the background.
In London many curious devices have been used or proposed. Of these was that of a man who wished to prepare a sort of bomb-shell, to be filled with cards or bills, which, on reaching a certain elevation above the city, would explode, and thus scatter these carrier doves of information in all conceivable directions. In that city, butchers, bakers, and fishmongers, receive quite an income from persons who wish their cards attached to the various commodities in which they deal. Thus, a person receiving a fish, a loaf, or a piece of meat, finds the advertisement of a dealer in silks and satins attached to the tail of the fish; that of an auction sale of domestic flannels wrapped around the loaf; and perhaps flattering notices of a compound for the extermination of rats around the meat.
In the evening, transparencies are carried about the streets, suspended across the public ways or hung upon the walls.
In this country, no person has taken the lead of a famous doctor in the way of advertising. Nearly every paper in the Union was one-fourth filled with ably-written articles in praise of his compound. In fact, he published papers of his own, the articles in which were characterized by the "one idea principle," and that one idea was contained in a bottle of Dr.--'s save all and cure all, "none true but the genuine," "warranted not to burst the bottles or become sour." In addition to these, he issued an almanac-millions of them-bearing glad tidings to the sick and credulous, and sad tidings to the "regulars" in the medical fraternity. These almanacs were distributed everywhere. They came down on the American people like rain-drops. The result was, as we all know, the doctor flourished in a fortune equal to his fame, and disposed of his interest in the business, a few years since, for one hundred thousand dollars.
The amount of capital invested in advertising is very great, some firms expending thousands of dollars monthly in this mode of making known their business. It has been truly said that a card in a newspaper, that costs but a few dollars, is of far more value than costly signs over one's door. The former thousands behold, and are directed to your place of business; the latter very few notice who do not know the fact it makes known before they see it.
Attracted by the good fortune of those who have advertised, nearly every one has adopted the means that led to it; and the advertising system has become universal.
We have been seated in a car, waiting impatiently for the sound of the "last bell," when a person in a brown linen coat entered with an armful of books, and gave to each passenger a copy, without a hint about pay. Thanking him for the gift, and astonished at his generosity, we proceeded to open it, when "Wonderful cures," "Consumption," "Scrofula," "Indigestion," and "Fits," greeted our eyes on every page. Illustrated, too! Here was represented a man apparently dying, and near by a figure that would appear to be a woman were it not for two monstrous wings on its back, throwing obstacles in the way of death in the shape of a two-quart bottle of sarsaparilla syrup. Presumptive man in a brown linen coat, to suppose that we, just on the eve of a pleasure excursion, are troubled with such complaints, and stand in need of such a remedy!
You buy a newspaper, go home, seat yourself, and, in the anticipation of at glorious intellectual feast, open its damp pages, when, lo and behold! a huge show-bill falls from its embrace, and you are informed of the consoling truth that you can have all your teeth drawn for a trifle, and a now set inserted at a low price, by a distinguished dentist from London. The bill is indignantly thrown aside, and you commence reading an article under the caption of "An interesting incident," which, when half finished, you find to refer to a young lady whose complexion was made beautiful by the free use of "Chaulks Poudres," a box of which can be obtained at 96 Azure-street, for 25 cts. After reading another column, headed "An act of mercy," you find at its close a most pathetic appeal to your tender sensibilities in an affectionate request for you to call on Dr. Digg and have your corns extracted without pain. Despairing of finding the "intellectual treat," you lay the paper aside, and resolve upon taking a walk.
Before you are monstrous show-bills, emblazoned with large letters and innumerable exclamation-points. Above you, flaunting flags with flaming notices. Beneath you, marble slabs inscribed with the names of traders and their goods. Around you, boys with their arms full of printed notices, and men encased with boards on which are mammoth posters. Sick of seeing these, you close your eyes; but you don't escape so easily;--a dinner-bell is rung in your ears, and a voice, if not like mighty thunder, at least like an embryo earthquake, proclaims an auction sale, a child lost, or news for the afflicted.
And thus it is, the world is one great Babel. All is business, business, and we ask for "some vast wilderness" in which to lie down and get cool, and keep quiet.
In Paris, the people long since adopted a plan which has not yet come in vogue among us. A long story is written; in the course of this story, a dozen or more establishments receive the author's laudations, which are so ingeniously interwoven that the reader is scarcely aware of the design. For instance, Marnetta is going to an evening party. In the morning she goes out, and is met by a sprig of gentility, a young man of fashion, who cannot allow her to omit entering the unrivalled store of Messrs. Veuns, where the most beautiful silks, etc., are to be seen and purchased. Leaving this, she next encounters a young lady acquaintance of prudent and economical habits, by whom, "our heroine" is led into a store where beauty and elegance are combined with durability and a low price. She wishes perfumery; so she hastens to Viot & Sons; for none make so good as they, and the fragrance of their store has been wafted on the winds of all nations.
Thus is the story led on from one step to another, with its interest not in the least abated, to the end. This embraces "puffery," as it is called. And, while on this subject, we may as well bring up the following specimen of this species of advertising. It was written by Peter Seguin, on the occasion of the first appearance in Dublin of the celebrated Mrs. Siddons. It caused much merriment at the time among some, while in others, who could not relish a joke, it excited anger.
"The house was crowded with hundreds more than it could hold, with thousands of admiring spectators that went away without a sight. This extraordinary phenomenon of tragic excellence! this star of Melpomene! this comet of the stage! this sun of the firmament of the Muses! this moon of blank verse! this queen arch-princess of tears! this Donnellan of the poisoned bowl! this empress of the pistol and dagger! this child of Shakspeare! this world of weeping clouds! this Juno of commanding aspects! this Terpsichore of the curtains and scenes! this Proserpine of fire and earthquake! this Katterfelto of wonders! exceeded expectation, went beyond belief, and soared above all the natural powers of description! She was nature itself! she was the most exquisite work of art! She was the very daisy, primrose, tuberose, sweet-brier, furze-blossom, gilliflower, wallflower, cauliflower, aurica and rosemary! In short, she was the bouquet of Parnassus! Where expectation was raised so high, it was thought she would be injured by her appearance; but it was the audience who were injured; several fainted before the curtain drew up! but when she came to the scene of parting with her wedding-ring, all! what a sight was there! The fiddlers in the orchestra, 'albeit unused to the melting mood!' blubbered like hungry children crying for their bread and butter; and when the bell rang for music between the acts, the tears ran from the bassoon player's eyes in such plentiful showers, that they choked the finger-stops, and, making a spout of the instrument, poured in such torrents on the first fiddler's book, that, not seeing the overture was in two sharps, the leader of the band actually played in one flat. But the sobs and sighs of the groaning audience, and the noise of corks drawn from the smelling-bottles, prevented the mistakes between the flats and sharps being discovered. One hundred and nine ladies fainted! forty-six went into fits! and ninety-five had strong hysterics! The world will hardly credit the truth, when they are told that fourteen children, five women, one hundred tailors, and six common-council men, were actually drowned in the inundation of tears that flowed from the galleries, the slips and the boxes, to increase the briny pond in the pit; the water was three feet deep, and the people that were obliged to stand upon the benches were in that position up to their ancles in tears."
There is nothing in the present style of criticism that can exceed the above. The author actually reached the climax, and all attempts to overtop him would be useless.
Of advertisements there have been many worthy of preservation: some on account of the ingenuity displayed in their composition; some in their wit; some for their domesticativeness,--matrimonial offers, for example,--and others for the conceitedness exposed in them, the ignorance of the writers, or the whimsicality of the matter advertised. In 1804 there was advertised in an English paper, as for sale, "The walk of a deceased blind beggar (in a charitable neighborhood), with his dog and staff."
In the St. James Chronicle of 1772 was the following:
The Chinese are not behind the age in this business. The following is an instance in proof:
Author: John S. Adams
FROM the earliest ages of society some means have been resorted to whereby to give publicity to business which would otherwise remain in comparative privacy. The earliest of modes adopted was the crying of names in the streets; and before the invention of printing men were employed to traverse the most frequented thoroughfares, to stand in the market-places and other spots of resort, and, with loud voices, proclaim their message to the people. This mode is not altogether out of use at the present time; yet it is not generally considered a desirable one, inasmuch as it does not accomplish its purpose so readily or completely as any one of the numerous other methods resorted to.
Since the invention of printing, handbills, posters, and newspapers, have been the principal channels of communication between the inside of the dealer's shop and the eye of the purchaser, and from that to the inside of his purse. So advantageous have these modes been found, that it is a rare thing to find a single individual who does not, either on a large or small scale, rein the press into the path he travels, and make its labor conducive to the profits of his own.
England and France have taken the lead in this mode of giving publicity to business; but the United States, with its unwillingness to be beat in any way, on any terms, has made such rapid strides of late in this enterprise, that the English lion will be left in the rear, and the French eagle far in the background.
In London many curious devices have been used or proposed. Of these was that of a man who wished to prepare a sort of bomb-shell, to be filled with cards or bills, which, on reaching a certain elevation above the city, would explode, and thus scatter these carrier doves of information in all conceivable directions. In that city, butchers, bakers, and fishmongers, receive quite an income from persons who wish their cards attached to the various commodities in which they deal. Thus, a person receiving a fish, a loaf, or a piece of meat, finds the advertisement of a dealer in silks and satins attached to the tail of the fish; that of an auction sale of domestic flannels wrapped around the loaf; and perhaps flattering notices of a compound for the extermination of rats around the meat.
In the evening, transparencies are carried about the streets, suspended across the public ways or hung upon the walls.
In this country, no person has taken the lead of a famous doctor in the way of advertising. Nearly every paper in the Union was one-fourth filled with ably-written articles in praise of his compound. In fact, he published papers of his own, the articles in which were characterized by the "one idea principle," and that one idea was contained in a bottle of Dr.--'s save all and cure all, "none true but the genuine," "warranted not to burst the bottles or become sour." In addition to these, he issued an almanac-millions of them-bearing glad tidings to the sick and credulous, and sad tidings to the "regulars" in the medical fraternity. These almanacs were distributed everywhere. They came down on the American people like rain-drops. The result was, as we all know, the doctor flourished in a fortune equal to his fame, and disposed of his interest in the business, a few years since, for one hundred thousand dollars.
The amount of capital invested in advertising is very great, some firms expending thousands of dollars monthly in this mode of making known their business. It has been truly said that a card in a newspaper, that costs but a few dollars, is of far more value than costly signs over one's door. The former thousands behold, and are directed to your place of business; the latter very few notice who do not know the fact it makes known before they see it.
Attracted by the good fortune of those who have advertised, nearly every one has adopted the means that led to it; and the advertising system has become universal.
We have been seated in a car, waiting impatiently for the sound of the "last bell," when a person in a brown linen coat entered with an armful of books, and gave to each passenger a copy, without a hint about pay. Thanking him for the gift, and astonished at his generosity, we proceeded to open it, when "Wonderful cures," "Consumption," "Scrofula," "Indigestion," and "Fits," greeted our eyes on every page. Illustrated, too! Here was represented a man apparently dying, and near by a figure that would appear to be a woman were it not for two monstrous wings on its back, throwing obstacles in the way of death in the shape of a two-quart bottle of sarsaparilla syrup. Presumptive man in a brown linen coat, to suppose that we, just on the eve of a pleasure excursion, are troubled with such complaints, and stand in need of such a remedy!
You buy a newspaper, go home, seat yourself, and, in the anticipation of at glorious intellectual feast, open its damp pages, when, lo and behold! a huge show-bill falls from its embrace, and you are informed of the consoling truth that you can have all your teeth drawn for a trifle, and a now set inserted at a low price, by a distinguished dentist from London. The bill is indignantly thrown aside, and you commence reading an article under the caption of "An interesting incident," which, when half finished, you find to refer to a young lady whose complexion was made beautiful by the free use of "Chaulks Poudres," a box of which can be obtained at 96 Azure-street, for 25 cts. After reading another column, headed "An act of mercy," you find at its close a most pathetic appeal to your tender sensibilities in an affectionate request for you to call on Dr. Digg and have your corns extracted without pain. Despairing of finding the "intellectual treat," you lay the paper aside, and resolve upon taking a walk.
Before you are monstrous show-bills, emblazoned with large letters and innumerable exclamation-points. Above you, flaunting flags with flaming notices. Beneath you, marble slabs inscribed with the names of traders and their goods. Around you, boys with their arms full of printed notices, and men encased with boards on which are mammoth posters. Sick of seeing these, you close your eyes; but you don't escape so easily;--a dinner-bell is rung in your ears, and a voice, if not like mighty thunder, at least like an embryo earthquake, proclaims an auction sale, a child lost, or news for the afflicted.
And thus it is, the world is one great Babel. All is business, business, and we ask for "some vast wilderness" in which to lie down and get cool, and keep quiet.
In Paris, the people long since adopted a plan which has not yet come in vogue among us. A long story is written; in the course of this story, a dozen or more establishments receive the author's laudations, which are so ingeniously interwoven that the reader is scarcely aware of the design. For instance, Marnetta is going to an evening party. In the morning she goes out, and is met by a sprig of gentility, a young man of fashion, who cannot allow her to omit entering the unrivalled store of Messrs. Veuns, where the most beautiful silks, etc., are to be seen and purchased. Leaving this, she next encounters a young lady acquaintance of prudent and economical habits, by whom, "our heroine" is led into a store where beauty and elegance are combined with durability and a low price. She wishes perfumery; so she hastens to Viot & Sons; for none make so good as they, and the fragrance of their store has been wafted on the winds of all nations.
Thus is the story led on from one step to another, with its interest not in the least abated, to the end. This embraces "puffery," as it is called. And, while on this subject, we may as well bring up the following specimen of this species of advertising. It was written by Peter Seguin, on the occasion of the first appearance in Dublin of the celebrated Mrs. Siddons. It caused much merriment at the time among some, while in others, who could not relish a joke, it excited anger.
"The house was crowded with hundreds more than it could hold, with thousands of admiring spectators that went away without a sight. This extraordinary phenomenon of tragic excellence! this star of Melpomene! this comet of the stage! this sun of the firmament of the Muses! this moon of blank verse! this queen arch-princess of tears! this Donnellan of the poisoned bowl! this empress of the pistol and dagger! this child of Shakspeare! this world of weeping clouds! this Juno of commanding aspects! this Terpsichore of the curtains and scenes! this Proserpine of fire and earthquake! this Katterfelto of wonders! exceeded expectation, went beyond belief, and soared above all the natural powers of description! She was nature itself! she was the most exquisite work of art! She was the very daisy, primrose, tuberose, sweet-brier, furze-blossom, gilliflower, wallflower, cauliflower, aurica and rosemary! In short, she was the bouquet of Parnassus! Where expectation was raised so high, it was thought she would be injured by her appearance; but it was the audience who were injured; several fainted before the curtain drew up! but when she came to the scene of parting with her wedding-ring, all! what a sight was there! The fiddlers in the orchestra, 'albeit unused to the melting mood!' blubbered like hungry children crying for their bread and butter; and when the bell rang for music between the acts, the tears ran from the bassoon player's eyes in such plentiful showers, that they choked the finger-stops, and, making a spout of the instrument, poured in such torrents on the first fiddler's book, that, not seeing the overture was in two sharps, the leader of the band actually played in one flat. But the sobs and sighs of the groaning audience, and the noise of corks drawn from the smelling-bottles, prevented the mistakes between the flats and sharps being discovered. One hundred and nine ladies fainted! forty-six went into fits! and ninety-five had strong hysterics! The world will hardly credit the truth, when they are told that fourteen children, five women, one hundred tailors, and six common-council men, were actually drowned in the inundation of tears that flowed from the galleries, the slips and the boxes, to increase the briny pond in the pit; the water was three feet deep, and the people that were obliged to stand upon the benches were in that position up to their ancles in tears."
There is nothing in the present style of criticism that can exceed the above. The author actually reached the climax, and all attempts to overtop him would be useless.
Of advertisements there have been many worthy of preservation: some on account of the ingenuity displayed in their composition; some in their wit; some for their domesticativeness,--matrimonial offers, for example,--and others for the conceitedness exposed in them, the ignorance of the writers, or the whimsicality of the matter advertised. In 1804 there was advertised in an English paper, as for sale, "The walk of a deceased blind beggar (in a charitable neighborhood), with his dog and staff."
In the St. James Chronicle of 1772 was the following:
"Wanted, fifteen hundred or two thousand pounds, by a person not worth a groat; who, having neither houses, lands, annuities, or public funds, can offer no other security than that of a simple bond, bearing simple interest, and engaging, the repayment of the sum borrowed in five, six, or seven years, as may be, agreed on by the parties," &c.We do not know whether the advertiser obtained his pounds or not, but such an advertisement, now-a-days, would draw forth a laugh much sooner than the money; or, if "pounds" came, they would, most probably, fall upon the recipient's shoulders, instead of into his pocket.
The Chinese are not behind the age in this business. The following is an instance in proof:
"ACHEU TEA CHINCOEU, Sculptor, respectfully acquaints masters of ships trading from Canton to India that they may be furnished with figure-heads, any size, according to order, at one-fourth of the price charged in Europe. He also recommends, for private venture, the following idols, brass, gold and silver: The hawk of Vishnoo, which has reliefs of his incarnation in a fish, boar, lion, and bull, as worshipped by the pious followers of Zoroaster; two silver marmosets, with gold ear-rings; an aprimanes for Persian worship; a ram, an alligator, a crab, a laughing hyena, with a variety of household idols, on a small scale, calculated for family worship. Eighteen months credit will be given, or a discount of fifteen per cent. for prompt payment, on the sum affixed to each article. Direct, Canton-street, Canton, under the marble Rhinoceros and gilt Hydra."We subjoin another, in which self-exaltation is pretty well carried out.
"At the shop Tae-shing (prosperous in the extreme)--very good ink; fine! fine! Ancient shop, great-grandfather, grandfather, father and self, make this ink; fine and hard, very hard; picked with care, selected with attention. I sell very good ink; prime cost is very great. This ink is heavy; so is gold. The eye of the dragon glitters and dazzles; so does this ink. No one makes like it. Others who make ink make it for the sake of accumulating base coin, cheat, while I make it only for a name, Plenty of A-kwan-tsaes (gentlemen) know my ink-my family never cheated-they have always borne a good name. I make ink for the 'Son of Heaven,' and all the mandarins in the empire. As the roar of the tiger extends to every place, so does, the fame' of the 'dragon's jewel' (the ink). Come, all A-kwan- tsaes, come to my shop and see the sign Tae-shing at the side of the door. It is Seou-shwuy-street (Small Water-street), outside the south gate."----------------------------------------------------------
John S. Adams's short story: Giving Publicity To Business