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.The country s leaders did what they could to aidthis movement to buy American.George Washington, whose sartorialsplendor was well-known, began to insist that his clothes be made fromAmerican-made materials.Other presidents followed his example.Thestrategy worked.Before long the key phrase in advertisements was American-made, rather than imported. A true patriot woreAmerican-made clothes and purchased American-made goods.ADVERTISING IN THE NEW REPUBLIC: WHAT WASBEING ADVERTISEDDespite the media employed, the state of advertising in the new re-public was lackluster (ibid.).Most of the advertisements were for goods,services, lost items, western land holdings for sale, and slave auctions.A significant number of ads were rewards for runaways [indenturedservants, slaves, wives, etc.] and real estate notices (Fowler, 31).Ship andstagecoach schedules were regularly advertised, as well as descriptionsof cargoes arriving in port.Frequently, ads appeared that related to thegrowing publishing industry: pressmen, apprentices, and rags to bemade into paper.The only types of ads conspicuously missing at thistime were personal ads.These did not appear until the 1830s and werecreated by James Gordon Bennett, founder of The New York Herald.Dur-ing the early nationalist period Americans were more concerned aboutmaking money or expressing political views than addressing affairs ofthe heart and other matters commonly found in the personal columns.In the earlier years of the new nation, most ads were notices of whatwas available for purchase or what someone would like to purchase.Sometimes ads announced particular ceremonies or events that wouldbe of interest to the public.Always included were ads offering rewardsfor lost or stolen goods, for the apprehension of thieves, and for runawayindentured servants, slaves, and family members.Reward ads were usu-ally very detailed, especially in the case of runaway slaves.4This was also the time when companies that would establish a longand prosperous advertising history began openly to market their wares.In 1789 Peter and George Lorillard advertised their tobacco wares in theNew York Daily Advertiser.5 Tobacco, like patent medicines, was often ad-vertised for its curative properties.(Smoking was viewed as not only apleasurable experience, but also one that extended one s life span.) In 62 Popular Culture of the New Nation1801, Crane & Company, which eventually produced the paper used forcurrency and treasury bonds by the United States Treasury, advertisedplans for establishing a paper mill in Dalton, Massachusetts.In 1817 theWilliam Colgate Company actively began to advertise their soaps andcandles.(This is the same Colgate that today produces soaps and othersundry items.)Occasionally an ad would appear directed at delinquent clients andpatrons (a common problem).Some were caustic in tone; others reflecteda more sensitive approach to dunning wayward clients.Americans were,from the start, forthright and plainspoken in their attitude toward busi-ness matters.But not all advertising was of mercantile or commercialconcerns.From time to time an unusual announcement might appear,proclaiming the exhibition of a so-called natural marvel.Exotic animalssuch as lions, baboons, camels, moose, and cassowaries (large birdsfound in the East Indies) were exhibited for a price to a curious public.One of the most miraculous finds was advertised in the May 4, 1798,Salem Gazette: a Pig of Knowledge. This porcine wonder was adver-tised as being able to read, spell, tell time and the date, distinguish col-ors, count, do arithmetic, and any Lady or Gentleman may draw a cardfrom a pack, and keep it concealed, and the PIG without hesitation willdiscover the card when drawn (qtd.in J.P.Wood, 63).The price ofadmission was a quarter for adults, half of that for children.The Pig ofKnowledge exhibition targeted a respectable audience, because the con-cert hall used was also advertised as having strict attention paid to keepthe place fit for the reception of Ladies. A few newspaper ads were designed not to solicit business but tomake a social statement.A rather lengthy (thus costly) ad in the Provi-dence Gazette dated October 14, 1796, addressed the issue of the laxity inmanners and effort of domestic servants of the community.Signed by HOUSEHOLDERS, the ad offered a $500 reward for any person whocould restore.that degree of Honesty and Industry, which has beenfor some time missing (qtd.in ibid., 65).Outlined in this very satiric adwere the improper behaviors Providence matrons had to contend withfrom their help: gossiping, leering and hankering after persons of theother sex, stealing, constantly demanding higher wages, and having animpudent appearance. The men of the new republic were no less shyabout voicing their opinions than the women.Particularly in the NewEngland and the Mid-Atlantic states, advertisements were a means for acitizen to proclaim his political and social beliefs.Regrettably, the ad-vertising of political perspectives degenerated into a reprehensible ad-vertising practice, that of posting. In the early years of the nation s capital, outraged politicos who per-ceived that they had been affronted by a political opponent s chargeswould post insulting notices in handbills and broadsides throughout Advertising 63the city.At first the insults were posted at taverns and other popularmeeting places.Soon newspaper publishers saw the perverse advantageof selling advertising space for postings.(First, it was lucrative, and sec-ond, the postings themselves generated public interest [ Pobierz całość w formacie PDF ]
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.The country s leaders did what they could to aidthis movement to buy American.George Washington, whose sartorialsplendor was well-known, began to insist that his clothes be made fromAmerican-made materials.Other presidents followed his example.Thestrategy worked.Before long the key phrase in advertisements was American-made, rather than imported. A true patriot woreAmerican-made clothes and purchased American-made goods.ADVERTISING IN THE NEW REPUBLIC: WHAT WASBEING ADVERTISEDDespite the media employed, the state of advertising in the new re-public was lackluster (ibid.).Most of the advertisements were for goods,services, lost items, western land holdings for sale, and slave auctions.A significant number of ads were rewards for runaways [indenturedservants, slaves, wives, etc.] and real estate notices (Fowler, 31).Ship andstagecoach schedules were regularly advertised, as well as descriptionsof cargoes arriving in port.Frequently, ads appeared that related to thegrowing publishing industry: pressmen, apprentices, and rags to bemade into paper.The only types of ads conspicuously missing at thistime were personal ads.These did not appear until the 1830s and werecreated by James Gordon Bennett, founder of The New York Herald.Dur-ing the early nationalist period Americans were more concerned aboutmaking money or expressing political views than addressing affairs ofthe heart and other matters commonly found in the personal columns.In the earlier years of the new nation, most ads were notices of whatwas available for purchase or what someone would like to purchase.Sometimes ads announced particular ceremonies or events that wouldbe of interest to the public.Always included were ads offering rewardsfor lost or stolen goods, for the apprehension of thieves, and for runawayindentured servants, slaves, and family members.Reward ads were usu-ally very detailed, especially in the case of runaway slaves.4This was also the time when companies that would establish a longand prosperous advertising history began openly to market their wares.In 1789 Peter and George Lorillard advertised their tobacco wares in theNew York Daily Advertiser.5 Tobacco, like patent medicines, was often ad-vertised for its curative properties.(Smoking was viewed as not only apleasurable experience, but also one that extended one s life span.) In 62 Popular Culture of the New Nation1801, Crane & Company, which eventually produced the paper used forcurrency and treasury bonds by the United States Treasury, advertisedplans for establishing a paper mill in Dalton, Massachusetts.In 1817 theWilliam Colgate Company actively began to advertise their soaps andcandles.(This is the same Colgate that today produces soaps and othersundry items.)Occasionally an ad would appear directed at delinquent clients andpatrons (a common problem).Some were caustic in tone; others reflecteda more sensitive approach to dunning wayward clients.Americans were,from the start, forthright and plainspoken in their attitude toward busi-ness matters.But not all advertising was of mercantile or commercialconcerns.From time to time an unusual announcement might appear,proclaiming the exhibition of a so-called natural marvel.Exotic animalssuch as lions, baboons, camels, moose, and cassowaries (large birdsfound in the East Indies) were exhibited for a price to a curious public.One of the most miraculous finds was advertised in the May 4, 1798,Salem Gazette: a Pig of Knowledge. This porcine wonder was adver-tised as being able to read, spell, tell time and the date, distinguish col-ors, count, do arithmetic, and any Lady or Gentleman may draw a cardfrom a pack, and keep it concealed, and the PIG without hesitation willdiscover the card when drawn (qtd.in J.P.Wood, 63).The price ofadmission was a quarter for adults, half of that for children.The Pig ofKnowledge exhibition targeted a respectable audience, because the con-cert hall used was also advertised as having strict attention paid to keepthe place fit for the reception of Ladies. A few newspaper ads were designed not to solicit business but tomake a social statement.A rather lengthy (thus costly) ad in the Provi-dence Gazette dated October 14, 1796, addressed the issue of the laxity inmanners and effort of domestic servants of the community.Signed by HOUSEHOLDERS, the ad offered a $500 reward for any person whocould restore.that degree of Honesty and Industry, which has beenfor some time missing (qtd.in ibid., 65).Outlined in this very satiric adwere the improper behaviors Providence matrons had to contend withfrom their help: gossiping, leering and hankering after persons of theother sex, stealing, constantly demanding higher wages, and having animpudent appearance. The men of the new republic were no less shyabout voicing their opinions than the women.Particularly in the NewEngland and the Mid-Atlantic states, advertisements were a means for acitizen to proclaim his political and social beliefs.Regrettably, the ad-vertising of political perspectives degenerated into a reprehensible ad-vertising practice, that of posting. In the early years of the nation s capital, outraged politicos who per-ceived that they had been affronted by a political opponent s chargeswould post insulting notices in handbills and broadsides throughout Advertising 63the city.At first the insults were posted at taverns and other popularmeeting places.Soon newspaper publishers saw the perverse advantageof selling advertising space for postings.(First, it was lucrative, and sec-ond, the postings themselves generated public interest [ Pobierz całość w formacie PDF ]