May 21

What was advertised in a colonial American newspaper 250 years ago today?

May 21 - 5:21:1770 Boston-Gazette
Boston-Gazette (May 21, 1770).

“JOHN GORE, jun. Opposite LIBERTY-TREE, BostonNorth-American Manufactures.”

In the late 1760s and early 1770s, John Gore, Jr., consistently associated his business with the patriot cause by describing its location in relation to the Liberty Tree in Boston.  In an advertisement in the May 21, 1770, edition of the Boston-Gazette, for instance, he listed his address as “Opposite LIBERTY-TREE, Boston,” and did not provide any additional information, not even the name of the street, to assist prospective customers in finding his shop.

The first portion of Gore’s advertisement listed a variety of textiles and adornments, presenting consumers an array of choices.  Gore did not explicitly state that he acquired these items before the nonimportation agreement went into effect.  Perhaps he hoped that readers would reach that conclusion because he so prominently made a connection between the Liberty Tree and his shop.  In the second portion of his advertisement Gore made a distinction between imported wares and those produced in the colonies.  In a header that appeared in larger font than most of the rest of the notice, Gore declared that he stocked “North-American Manufactures.”  That portion of his inventory included “black, pompadore, light and dark mix’d chocolate and drab colour’d Cloths,” “fine Teeth Horn Combs,” and the “best of Lynn Shoes.”  He also carried hose “equally as fine as any Imported from London.”  His customers did not need to fear accepting inferior goods when they selected among the “North-American Manufactures” he presented to them.

The headers in Gore’s advertisement told a story that did not require readers to peruse the rest of the advertisement.  Anyone who quickly looked over the page would see “JOHN GORE, jun. Opposite LIBERTY-TREE, BostonNorth-American Manufactures.”  Even if they did not choose to examine the advertisement more closely, they likely remembered the association among the shopkeeper, his location, and his merchandise produced in the colonies.

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