Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1899-01-06
EARLY ADVERTISEMENTS.
Instructive Illustrations from the
Seventeenth Century.

l
There has been much discussion from
time to time as to the date of the earli.
est advertisement in a newspaper, says
the London Standard. The newspaper
may he said to have had its origin il
the great Civil War. and it is. perhaps
natural that at such q time the use OF
| the press for advertising purposes
should not at first have commended 1t
self to the enterprising tradesman. One
of the earliest instances of notice Of
this nature is contained in THE Mod
crate: impartially communicating Mar
tial Alters to the Kingdom of England
Number %: From Tuesday. December
5, to Tuesday. December u. 164S;" and
this is merely notice. inserted by thu
printer of the paper. to the effect that
There is book intituled "A New Sur
way of Husbandry,' teaching the prac-
tique part thereof. SO as to improve
many of the Lands Of the Gentry and
Commons of England. from Is. or IS.
an acre to IS, los. POS. or 30s., If not more
and that chiefly by the poor mans
labor, held forth as the Authors owne
Experiences, printed for John Wright
at the Kings head in the Old Baily."
This should be valuable work in these
days Of agricultural depression. though
we may take it that the publishers no.
tice was not innocent Of fiattery.
Indirect advertisements are hard
matters to deal with, it being often
impossible to discriminate where the
treatise on a certain subject ends and
the recommendation of the learned
authors transcendent abilities begin; it
is. however. to be suspected that some
of the works of the medical men Of the
period were intended for the advance
ment Of the physician equally at any
rate with that OF science, and the
eulogistic verses so often attached to
erudite productions were. as rule,
nothing more or less than the puff"
direct. or testimonials Of the individ-
ual's skill. There is. moreover, a curl
Gus work by one learned medico. no
less a parsonage than one of his
Majesty's physicians in ordinary, which
contains advertisements not only Of
the authors medicines and remedies,
but also of his inventions. After Civ
ing particulars of the prices of his pre-
scriptions. some of which cost as much
as twelvepence each pill. the writer
says:
These Pills and Dyet drinks are so
we'll known by all that have used them
for their excellent Vertues that they
need nothing of Pen praise. their bene-
fit in use will shew their worth, and to
be had only from my House in Win
chester street, near Gresham college,
at the sign of the Golden Ball."
At the end of the same book is
two-page notice of Elixir Proprieta
it's" which. after a long description OF
the virtues of the remedy. informs the
reader that this of my own prepare
ton is certainly good. and to be had at
my house with further Directions, at
the rate of Five Shillings the ounce
The remaining advertisements of the
authors inventions are of "a hot bath
by steam. most delightful and powerful
in cure of most Diseases.
Secondly, a new invented oven, which
doth with a small Faggot bake good
quantity of anything, and distill and
boil Pot or stew, all with the same
change of fire. time and labour. and is
movable The last is most admirable.
which is compleat Chariot. that
shall. with any ordinary Horse, run
swift with four or five people within.
and there is place without for more.
This gentleman was most ingenious,
but modesty was not his strong point.
for he says: Let future Ages say
that more was found in this Kings
Reign than in many former or sue
ceedng" The inventor concludes with
an invitation to the public, IF any
Worthy and Generous persons desire 10
be satisfied in seeing my experients
they shall be welcome to my House.
The poet friends, as matter of course.
cannot keep silence. but in inspired
strains he pours out praises on such
glorious theme. extOlling the virtues
of him
THAT newly hath Chariot made.
That runs and goes with one poor Jade.
And carries more than Horses four
Can long endure will Travel sore.
With six at ease it runneth swift.
And more for need to make shift.
OF truth we may say that the
motto of the advertiser of old was
Prospect yourself and others will think
well of YOU