December 7

GUEST CURATOR:  Samantha Rhodes

Who was the subject of an advertisement in a colonial American newspaper 250 years ago today?

Providence Gazette (December 7, 1771).

“A LIKELY NEGRO GIRL … that understands … Spinning.”

During the era of the American Revolution, Matthew Allen of Barrington, Rhode Island, placed an advertisement offering “A LIKELY NEGRO GIRL” for sale. Allen stated that the enslaved young woman “understands all Kinds of Houshold Work.” In particular, she was familiar with spinning. That young woman spun wool on a spinning wheel, perhaps contributing to the revolutionary cause even as she remained enslaved.  In The Age of Homespun, Laurel Thatcher Ulrich argues that women “played a critical role” during the “decades of resistance leading up to the War of Independence.”  When “Americans throughout the colonies began boycotting the importation of British goods in protest of increased taxation on everyday items,” women participated in spinning bees.  Ulrich declares, “One writer described the Daughters of Liberty at Newport, Rhode Island, ‘laudably employed in playing on a musical Instrument called a Spinning Wheel, the Melody of whose Music, and the beauty of the Prospect, transcending for Delight, all the Entertainment of my Life.’”  What did the sound of the spinning wheel mean to the enslaved woman in this advertisement?  She may not have experienced the same enthusiasm.

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ADDITIONAL COMMENTARY:  Carl Robert Keyes

Ulrich examines accounts of spinning bees in New England.  Reports about those public demonstrations staged by women received positive coverage in the early American press, celebrating women who devised an appropriately feminine means of making political statements in the wake of the abuses perpetrated by Parliament.  According to Ulrich, “Only six newspaper stories explicitly described the spinners as ‘Daughters of Liberty.’”  Others made reference to “young women,” “the fair sex,” “Daughters of Industry,” and “noble-hearted Nymphs.”  Some writers were even more verbose.  One presented the spinners in Taunton, Massachusetts, as “young Blooming Virgins … with all their Native Beauties of Sixteen.”  Another lauded the spinners who gathered at Daniel Weeden’s house in Jamestown, Rhode Island, asserting that they were “of good Fashion and unexceptionable Reputation.”

The enslaved woman advertised in the Providence Gazette possessed the same skills as the women who participated in the spinning bees, yet, as Samantha notes, spinning likely had a very different meaning for her.  To a young enslaved woman marketed as someone who “understands … spinning,” the noises made by spinning wheels did not resonate with the ideals of freedom and resistance enunciated by white women who attended spinning bees, white observers who witnessed or read about their efforts, and white writers who memorialized their activities.  This form of domestic labor became a form of political protest for some women in the colonies, but not for every woman.  In private spaces, the enslaved woman in this advertisement may have labored alongside other women who became visible symbols of the American cause when they participated in spinning bees observed by the public.  Her efforts at the wheel may have been part of a chain of production that ultimately resulted in homespun cloth that replaced imported textiles when nonimportation agreements were in effect.  Yet spinning did not hold the same promises of freedom for that “LIKELY NEGRO GIRL” offered for sale in the Providence Gazette that it did for the young women acclaimed in so many accounts that appeared elsewhere in the newspaper.

Welcome, Guest Curator Samantha Rhodes

Samantha Rhodes is senior pursuing a double Major in History and Political Science with a Minor in English at Assumption University in Worcester, Massachusetts. Originally from Frederick, Colorado, she is interested in Revolutionary America and European history. Outside of the classroom, Samantha has been an Orientation Leader and written for the Le Provocateur, the student newspaper.  She was a Daniel Patrick Moynihan Scholar through the Model Senate Project and also participated in the Leadership Institute. Currently, Samantha is an Admissions Ambassador.  She is pursuing her fourth year on Assumption’s NCAA Swimming & Diving team. She has also been a volunteer for the African Community Education Program, Working for Worcester, and Learn to Swim.

Welcome, guest curator Samantha Rhodes!

Slavery Advertisements Published December 7, 1771

GUEST CURATOR: Samantha Rhodes

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements about enslaved people – for sale as individuals or in groups, wanted to purchase or for hire for short periods, runaways who liberated themselves, and those who were subsequently captured and confined in jails and workhouses – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonists encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonists who did not purport to own enslaved people were still confronted with slavery as well as invited to maintain the system by purchasing enslaved men, women, and children or assisting in the capture of so-called “runaways” who sought to free themselves from bondage. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by enslavers rather than enslaved people themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

These advertisements appeared in colonial American newspapers 250 years ago today.

Providence Gazette (December 7, 1771).

December 6

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

New-Hampshire Gazette (December 6, 1771).

“The above Goods will be sold as low as at any other Store in Town.”

When shopkeeper Hugh Henderson moved to a new location in Portsmouth, he placed an advertisement in the New-Hampshire Gazette to notify “HIS CUSTOMERS AND OTHERS.”  He also took the opportunity to promote the “assortment of English Goods” available at his shop, listing several dozen items.  Henderson carried a variety of textiles as well as “Mens and Womens Stockings,” “Trimings for Ladies Cloaks,” lace, ribbons, and “Writing Paper.”  Having enticed prospective customers with that catalog of goods, he also offered a “Variety of other Articles, too tedious to mention.”  Like many other shopkeepers in New Hampshire and throughout the colonies, Henderson emphasized consumer choice.

He also made note of his prices, deploying another means of luring prospective customers into his shop.  In the introduction to the list of goods, Henderson pledged to sell them “very cheap.”  He concluded his advertisement with a nota bene that advised readers that “The above Goods will be sold as low as at any other Store in Town.”  He called attention to his competitive prices both before and after listing his wares, helping readers to imagine acquiring them at prices they could afford.  Henderson even hinted at price matching, inviting customers to haggle for the best deals if they did some comparison shopping around town.  Elsewhere in the same issue, Gilliam Butler described his prices for “an Assortment of English GOODS” as “Cheap,” while William Elliot declared that he sold “English and West India GOODS, at a reasonable rate.”  Henderson’s nota bene suggested that he stayed informed about prices in the local market in order to set his own as “cheap” and “reasonable” as those charged by Butler, Elliot, and other shopkeepers.

Henderson depended on two of the most common appeals made to consumers in eighteenth-century newspapers:  choice and price.  He did not, however, make generic appeals.  Instead, he enhanced each with additional commentary, asserting that he carried other items “too tedious to mention” and that he sold his entire inventory “as low as at any other Store in Town.”  For some readers, such promises may have distinguished Henderson’s advertisement from others in the same issue of the New-Hampshire Gazette.

Slavery Advertisements Published December 6, 1771

GUEST CURATOR: Samantha Rhodes

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements about enslaved people – for sale as individuals or in groups, wanted to purchase or for hire for short periods, runaways who liberated themselves, and those who were subsequently captured and confined in jails and workhouses – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonists encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonists who did not purport to own enslaved people were still confronted with slavery as well as invited to maintain the system by purchasing enslaved men, women, and children or assisting in the capture of so-called “runaways” who sought to free themselves from bondage. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by enslavers rather than enslaved people themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

These advertisements appeared in colonial American newspapers 250 years ago today.

Connecticut Journal (December 6, 1771).

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Connecticut Journal (December 6, 1771).

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New-Hampshire Gazette (December 6, 1771).

December 5

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

New-York Journal (December 5, 1771).

“JOHN SIMNET, of London, WATCH-FINISHER.”

Nearly six months had passed since John Simnet last placed an advertisement in the New-York Journal, but he concluded the year by placing his notice in every issue published in December 1771.  Simnet, a veteran watchmaker with decades of experience working in shops in London, did not advertise in any of the newspapers published in New York nearly as often as he had advertised in the New-Hampshire Gazette when he ran a shop in Portsmouth for about eighteen months in 1769 and 1770.  A rivalry with another watchmaker, Nathaniel Sheaff Griffith, played an important part in Simnet aggressively taking to the public prints, frequently denigrating his competitor.  Readers may have been amused by the feud between Griffith and Simnet that played out before their eyes in the New-Hampshire Gazette, though Simnet may have alienated as many prospective customers as he gained since his advertisements were often significantly more mean-spirited than those placed by Griffith.

Simnet did not even mention his time in Portsmouth after he relocated from the smaller town to the bustling port of New York.  He presented himself as “JOHN SIMNET, of London, WATCH-FINISHER,” choosing not to acknowledge that he passed through New Hampshire.  He adopted a more evenhanded tone in his advertisements in the New-York Journal, though he could not resist the temptation to make a blanket statement about “Watch-Butchers” who further damaged rather than repaired watches customers entrusted to their care when he advertised in the summer of 1771.  He eschewed such attacks when he once again ran notices in December.  He trumpeted, however, that he was the “only general Manufacturer in this Country,” dismissing the training, skill, and experience of his competitors.  Despite that interlude near the end of his advertisement, Simnet focused most of his effort on positive appeals.  He emphasized price, addressing his notice “to “those who desire to preserve their Money and their WATCHES, And avoid unnecessary Expence.”  He listed prices for some of his services, reporting that he performed “All other Repairs in Proportion, at half what is usually charged.”  The watchmaker also declared that he completed difficult jobs quickly.  Simnet may have learned that such strategies served him better than the antagonistic approach he took to marketing during the time he resided in New Hampshire.

Slavery Advertisements Published December 5, 1771

GUEST CURATOR: Samantha Rhodes

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements about enslaved people – for sale as individuals or in groups, wanted to purchase or for hire for short periods, runaways who liberated themselves, and those who were subsequently captured and confined in jails and workhouses – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonists encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonists who did not purport to own enslaved people were still confronted with slavery as well as invited to maintain the system by purchasing enslaved men, women, and children or assisting in the capture of so-called “runaways” who sought to free themselves from bondage. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by enslavers rather than enslaved people themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

These advertisements appeared in colonial American newspapers 250 years ago today.

Maryland Gazette (December 5, 1771).

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Maryland Gazette (December 5, 1771).

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Maryland Gazette (December 5, 1771).

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Maryland Gazette (December 5, 1771).

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Maryland Gazette (December 5, 1771).

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New-York Journal (December 5, 1771).

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New-York Journal (December 5, 1771).

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New-York Journal (December 5, 1771).

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New-York Journal (December 5, 1771).

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Pennsylvania Gazette (December 5, 1771).

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Pennsylvania Gazette (December 5, 1771).

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Pennsylvania Gazette (December 5, 1771).

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Pennsylvania Gazette (December 5, 1771).

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Pennsylvania Journal (December 5, 1771).

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Pennsylvania Journal (December 5, 1771).

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South-Carolina Gazette (December 5, 1771).

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South-Carolina Gazette (December 5, 1771).

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South-Carolina Gazette (December 5, 1771).

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South-Carolina Gazette (December 5, 1771).

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South-Carolina Gazette (December 5, 1771).

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South-Carolina Gazette (December 5, 1771).

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South-Carolina Gazette (December 5, 1771).

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South-Carolina Gazette (December 5, 1771).

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South-Carolina Gazette (December 5, 1771).

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Supplement to the South-Carolina Gazette (December 5, 1771).

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Supplement to the South-Carolina Gazette (December 5, 1771).

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Supplement to the South-Carolina Gazette (December 5, 1771).

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Virginia Gazette [Purdie and Dixon] (December 5, 1771).

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Virginia Gazette [Purdie and Dixon] (December 5, 1771).

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Virginia Gazette [Purdie and Dixon] (December 5, 1771).

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Virginia Gazette [Purdie and Dixon] (December 5, 1771).

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Virginia Gazette [Purdie and Dixon] (December 5, 1771).

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Virginia Gazette [Purdie and Dixon] (December 5, 1771).

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Virginia Gazette [Purdie and Dixon] (December 5, 1771).

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Virginia Gazette [Purdie and Dixon] (December 5, 1771).

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Virginia Gazette [Purdie and Dixon] (December 5, 1771).

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Virginia Gazette [Purdie and Dixon] (December 5, 1771).

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Virginia Gazette [Purdie and Dixon] (December 5, 1771).

December 4

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

Pennsylvania Packet (December 2, 1771).

“To be Sold on the cheapest Terms.”

When John Dunlap commenced publication of the Pennsylvania Packet in the fall of 1771, he quickly gained advertisers.  From the very first issue, he distributed two-page supplements because the standard four-page issue could not contain all of the notices submitted to his printing office.  Many merchants and shopkeepers who placed advertisements in the Pennsylvania Packet replicated a style more common in newspapers published in Boston and New York rather than those that appeared in the Pennsylvania Chronicle, the Pennsylvania Gazette, and the Pennsylvania Journal.  A substantial number of advertisements in Dunlap’s newspaper featured extensive lists, naming dozens or even hundreds of items and occupying a significant amount of space.  Perpendicular lines ran down the center of each, creating two columns within those advertisements.  Rather than dense paragraphs of text, one or two items ran on each line, making it easier for readers to navigate the contents.  Many of these catalogs of merchandise extended half a column or more.  Philip Benezet’s advertisement filled an entire column.

Why did notices with this particular format appear in great numbers in the Pennsylvania Packet in the fall of 1771 but not in other newspapers published in Philadelphia?  Did price play a role?  Dunlap included the costs for subscriptions and advertising in the proposals he distributed prior to launching his newspaper.  “The Price to Subscribers will be Ten Shillings per year,” he stated.  In addition, “Advertisements, of a moderate length, will be inserted at Three Shillings each for one week, and One Shilling for each continuance.”  Benezet’s advertisement certainly was not “a moderate length.”  In such instances, Dunlap asserted that he published “those of greater length at such proportionable prices as may be reasonable.”  David Hall and William Sellers did not include the price for subscriptions or advertisements in the colophon for the Pennsylvania Gazette, but William Bradford and Thomas Bradford indicated that “Persons may be supplied with” the Pennsylvania Packetat Ten Shillings a Year.”  William Goddard also charged ten shilling for an annual subscription to the Pennsylvania Chronicle.  None of the printers, however, included prices for advertising in the colophons of their newspapers.

Dunlap set the same rate for subscriptions as his competitors, but did he attempt to undercut them when it came to advertising?  If so, was that strategy only temporary, intended to come to an end once he felt his newspaper had been firmly established?  His proposals included other savvy marketing strategies.  He listed local agents in more than a dozen towns, from Boston in New England to Charleston in South Carolina, demonstrating that he planned for wide dissemination of the Pennsylvania Packet.  He also distributed the first issue “gratis” in hopes of cultivating interest and leveraging commitments from prospective subscribers.  Dunlap may or may not have charged lower rates for advertising as a means of jumpstarting his newspaper, but doing so was certainly within the realm of possibility in Philadelphia’s competitive media market.

December 3

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

Essex Gazette (December 3, 1771).

“The Promises in some pompous Advertisements.”

John Cabot and Andrew Cabot operated a shop in Beverly, Massachusetts, in the early 1770s.  They took to the pages of Essex Gazette in December 1771 to promote an “Elegant Assortment of English and India GOODs.”  They boldly proclaimed that they offered the best prices in the region, “determined … to give undoubted Satisfaction to every Purchaser, and at as low a Rate, if not lower, than at any Store in BOSTON or SALEM, notwithstanding the Promises in some pompous Advertisements.”  The Cabots critiqued their competitors as they made their own “pompous” claim about their prices.

Such commentary may have captured the attention of prospective customers, but it was like the format of the advertisement that drew their attention in the first place.  The copy ran upward diagonally, forming a diamond that filled the traditional square of space that advertisers purchased.  One or two words appeared on the first lines.  The number of words and length of each line increased with each line until the line that extended from the lower left corner of the advertisement to the upper right corner, then decreased with each line.

The format was novel in the Essex Gazette, but that does not mean that it was unfamiliar to readers or to the Cabots.  Two months earlier, Gilbert Deblois, a shopkeeper in Boston, similarly experimented with the design of his advertisements in the Boston Evening-Post, the Boston-Gazette, and the Massachusetts Gazette and Boston Weekly News-Letter.  The Cabots likely saw Deblois’s advertisement.  After all, they commented on the content of advertisements placed by merchants and shopkeepers in both Boston and Salem.  Perhaps they even clipped the advertisement or submitted an issue of the Boston Evening-Post with their copy and instructions for the compositor to replicate the format of Deblois’s unique notice.  They likely had to pay more than the three shillings that Samuel Hall usually charged for advertisements “not exceeding eight or ten Lines,” but they may have considered it well worth the investment to create an advertisement practically guaranteed to attract notice from prospective customers.

Slavery Advertisements Published December 3, 1771

GUEST CURATOR: Chloe Amour
with contributions from Elizabeth Peterson

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements about enslaved people – for sale as individuals or in groups, wanted to purchase or for hire for short periods, runaways who liberated themselves, and those who were subsequently captured and confined in jails and workhouses – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonists encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonists who did not purport to own enslaved people were still confronted with slavery as well as invited to maintain the system by purchasing enslaved men, women, and children or assisting in the capture of so-called “runaways” who sought to free themselves from bondage. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by enslavers rather than enslaved people themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

From compiling an archive of digitized eighteenth-century newspapers to identifying advertisements about enslaved men, women, and children in those newspapers to preparing images of each advertisement to posting this daily digest, Chloe Amour served as guest curator for this entry.  She completed this work while enrolled in an independent study for HIS 390 – Digital Humanities Practicum at Assumption University in Worcester, Massachusetts, in Spring 2021.

These advertisements appeared in colonial American newspapers 250 years ago today.

South-Carolina and American General Gazette (December 3, 1771).

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South-Carolina and American General Gazette (December 3, 1771).

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South-Carolina and American General Gazette (December 3, 1771).

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South-Carolina and American General Gazette (December 3, 1771).

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South-Carolina and American General Gazette (December 3, 1771).

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South-Carolina and American General Gazette (December 3, 1771).

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South-Carolina and American General Gazette (December 3, 1771).

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South-Carolina and American General Gazette (December 3, 1771).

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South-Carolina and American General Gazette (December 3, 1771).

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South-Carolina and American General Gazette (December 3, 1771).

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South-Carolina Gazette and Country Journal (December 3, 1771).

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South-Carolina Gazette and Country Journal (December 3, 1771).

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South-Carolina Gazette and Country Journal (December 3, 1771).

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South-Carolina Gazette and Country Journal (December 3, 1771).

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South-Carolina Gazette and Country Journal (December 3, 1771).

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South-Carolina Gazette and Country Journal (December 3, 1771).

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South-Carolina Gazette and Country Journal (December 3, 1771).

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South-Carolina Gazette and Country Journal (December 3, 1771).

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South-Carolina Gazette and Country Journal (December 3, 1771).

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South-Carolina Gazette and Country Journal (December 3, 1771).

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South-Carolina Gazette and Country Journal (December 3, 1771).

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South-Carolina Gazette and Country Journal (December 3, 1771).

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South-Carolina Gazette and Country Journal (December 3, 1771).