Chloe Amour is a senior at Assumption University in Worcester, Massachusetts, where she is majoring in History with a minor in Education. She is from Holden, Massachusetts. Her interests in history include Colonial America, World War II, and the Vietnam War. Beyond history, Chloe is active on campus as a Resident Assistant, Campus Life Intern in the Office of Student Affairs, an Admissions Ambassador, and a Tutor in the Academic Support Center. Chloe is currently applying to graduate programs in higher education administration with a concentration in student affairs.
Chloe previously served as guest curator for the Slavery Adverts 250 Project when she enrolled in HIS 359 – Revolutionary America in Spring 2019 and, again, when she enrolled in HIS 400 – Research Methods: Vast Early America in Spring 2020. In Fall 2020, Chloe pursued an independent study for HIS 366 – Careers in Public History. Throughout that independent study, she developed additional skills in the production of digital projects to supplement the research skills that were the focus of her previous contributions.
During my time as guest curator for the Adverts 250 Project, I learned a great deal about what it means to dive into history. From retrieving dozens of colonial newspapers from 1769 to wisely selecting advertisements to dissect, I was able to jump into the daily life of colonists. Prior to working on this project, my knowledge of colonial America was solely based on high school textbooks, documentary clips, and some pre-selected additional readings. It was a change of pace to use more advanced historical skills to gain a deeper understanding of consumer culture and advertising in print culture. I was no longer just reading a summary of historical facts; I was “doing history” in a way that allowed myself to go beyond the text. By using primary sources, I was able to apply critical thinking skills to analyze various advertisements. It was fascinating to see which goods were sought after, such as chairs, sugar, flour of mustard, and textiles. Amongst the goods, there were also advertisements for slaves and other services which appealed to colonists. The most interesting I found was the advertisement for hair styling – self-image was valued back then too! Adding to that, it is even more interesting how prevalent and important the printed newspaper was. The newspapers contributed to the uproar of advertising, which I was able to see through this first-hand experience. Today, people rarely read a printed copy of the news – social media makes it way easier to keep up with the news via smartphones or tablets. Diving into the realm of historical research was an experience that enhanced my analytical skills. I gained a deeper appreciation for history, too.
Initially the biggest challenge I faced was how to find the meaning behind each advertisement. With varying lengths, it did not appear that some had too much to grapple with. At a glance, the brief words made me think I would struggle to make connections to Revolutionary America. However, during my time working on the project, I was able to gain the skills necessary to interpret advertisements. Now, I am able to look at a brief advertisement and go beyond the surface to learn about colonial society. It’s exciting to explore the symbolic meanings, which encapsulates the purpose of historical research. There are so many aspects to look at closely and make connections that highlight the advertisement. Having read through several newspapers, it was interesting to see the trends in consumer goods in advertisements all the way from Connecticut to Georgia. The complex demand for slaves as well as consumer goods varied yet shed light on the differences in the colonies. My main takeaway from the research was that the desire to hold a British identity was universal. Advertising “London goods” attracted colonists longing to uphold ties to the Crown. This speaks on the values, everyday life, and culture of colonial America, which had not yet pulled away from Britain in 1769.
One of my favorite aspects of the project was conducting research with scholarly articles to find additional information on colonial and revolutionary America. Using online databases to find journal articles was a bit of trial and error as I tired various keyword searches to find just the right supplementary source. I liked being able to connect the colonial advertisements to some other aspect of lifestyles and politics. I have furthered my knowledge in regard to using scholarly sources, which I look forward to applying in future historical research.
It was rewarding to carry out historical research to contribute to the Adverts 250 Project. I learned a great deal about the colonists’ desire to be identified as British, which influenced consumer culture. Through my work on the project, I have a greater sense of appreciation for advertisements, and the realm of marketing, as it has the ability to strongly influence society. I am still in a bit of awe that newspapers are recovered from 250 years ago. Having those readily available, with online databases, makes history that much more accessible and intriguing. As I continue my studies in the field of history, I strive to continue to find unique sources that give further insights on different periods of history. It was a pleasure to present my remarks on such interesting advertisements throughout the week, and I hope I am able to return as guest curator in the future.
What was advertised in a colonial American newspaper 250 years ago today?
New-York Journal (March 2, 1769).
“Windsor Chairs made in the best and neatest Manner.”
The most striking aspect of this advertisement is the use of an image to sell “A Large and neat Assortment of Windsor Chairs.” Often, illustrations were not included in eighteenth-century newspapers, neither with news nor with advertisements. It was most common to see small symbols for incoming ships or runaway slaves. Larger images for consumer goods were rare. The image of the chair in Jonathan Hampton’s advertisement catches viewers’ attention and makes them more susceptible to buying the piece of furniture.
In fact, there was a multi-step process for including an image in an advertisement. According to Colonial Williamsburg’s overview of the trade, being a printer was “among the most labor intensive” professions. In order to produce newspapers using the printing press, printers worked long days on hand-operated presses. Including an image tacked on more labor. There were two important types of employees who worked for the printer, the compositor and the pressman, William Parks, a printer in Virginia in the eighteenth century, wrote, “The Compositor is he who arranges the Letters and makes up the Forms; the Pressman only works at the Press, takes off the Impression, and requires no other Qualification than Strength and a little Practice.” Publishing newspapers called for collaboration, cooperation, and time. It is quite impressive how printers, compositors, and pressmen repeated these processes each day, in order to publish newspapers and other printed materials.
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ADDITIONAL COMMENTARY: Carl Robert Keyes
Chloe is correct the woodcut depicting a Windsor chair distinguished Jonathan Hampton’s advertisement from others that appeared on the same page issue. Very few visual images appeared in eighteenth-century newspapers. Even fewer unique images directly correlated to the content of advertisements appeared, in part because of the time and, especially, expense required to incorporate them. Woodcuts were also fragile; they broke or wore down over time. The missing arm on Hampton’s Windsor chair was not a printing error. The arm was also missing when the same woodcut accompanied an advertisement placed four months earlier.
To demonstrate that images like Hampton’s Windsor chair were not a standard part of advertisements or other content in eighteenth-century newspapers, consider the newspapers published on March 2, 1769. The Boston Chronicle did not include any visual images, not even in the masthead. The Boston Weekly New-Letter did not include any visual images, neither in the standard issue nor in the supplement that accompanied it. Richard Draper disseminated the Massachusetts Gazette with the Boston Weekly News-Letter, printing them on the same broadsheet. The Massachusetts Gazette did include a visual image in the masthead, the royal coat of arms of the United Kingdom, but no others elsewhere in the newspaper. The New-York Journal included six visual images spread over the six pages of the regular issue and the supplement. In addition to the royal arms in the masthead, five advertisements incorporated images: Hampston’s Windsor chair, two ships in advertisements for freight and passage, and two houses in advertisements for real estate. The Pennsylvania Gazette did not include any visual images among the news items and advertisements, but did feature the coat of arms of the Penn family in the masthead. The Pennsylvania Journal also had an image in its masthead, though it drew on different iconography than the other newspaper printers deployed. It showed a Native American and Britannia flanking a ship and the Journal itself. An advertisement for freight and passage also incorporated a woodcut of a ship.
South-Carolina Gazette (March 2, 1769).
The South-Carolina Gazette included by far the most visual images, fifteen in all. In addition to the royal arms in the masthead, an image of a ship and a man on horseback heading toward town, each representing the circulation of information, preceded the first news item. One advertisement passage and freight included an image of a ship. Three advertisements for real estate included images of houses. Three advertisements for stallions to “cover” mares included images of houses. Four advertisements describing escaped slaves included generic images of the runaways, woodcuts that could have been used interchangeably since they did not depict any particular person. In that issue of the South-Carolina Gazette, printer Peter Timothy displayed the four woodcuts that commonly supplemented type in colonial newspapers: horses, houses, ships, and runaways. The South-Carolina Gazette included one unique image that decorated an advertisement for consumer goods and services. Jonathan Sarrazin decorated his advertisement for “JEWELLERY & PLATE” with a woodcut of teapot. Sarrazin used that image so often that it became his brand. Readers of the South-Carolina Gazette likely recognized it on sight.
This census of visual images in newspapers published on March 2, 1769, further illustrates the argument that Chloe advanced in her analysis of Hampton’s advertisement. Woodcuts were indeed rare and usually limited to only a few standard symbols. Hampton’s image of a Windsor chair was certainly exceptional. He apparently considered it an important element of his marketing, continuing to use it even after it had been damaged.
Who was the subject of an advertisement in a colonial American newspaper 250 years ago today?
Georgia Gazette (March 1, 1769).
“He is branded on the breast IW in small letters.”
In this particular advertisement for a runaway slave, the vivid description suggests the desperation to find him. Including a reward made the search that much more enticing. A key detail in the advertisement states the slave, named Bristol, was “Angola born.” He was brought to the West Indies, then eventually to Georgia. This implies the slave has been sold multiple times. Coming from the West Indies with a brand also became a telltale sign he had previous masters. In addition, Bristol speaks “pretty good English,” which implies he had been enslaved long enough to learn the language. With the demand for slave labor and the revenue it produced, masters circulated their slaves for profit. The amount of information and detail provided in the advertisement allows for readers to reconstruct the story of Bristol.
The brand on Bristol’s breast, “IW in small letters,” helped to identify him. Betty Wood examines the practice of branding enslaved people: “If they had not been branded before leaving Africa, then there was a good chance that it would happen to them upon their arrival in America.”[1] Branding, using a “red-hot iron,” was a common technique to leave an imprint upon the bodies of slaves. Typically, the brand was stamped on the chest, shoulder, or cheek. The act of branding by slave owners made a bold statement; it displayed complete ownership and possession of the slave. The visual image of a brand made a statement, to deny the humanity of people of African origin. To put branding in perspective, this type of treatment was used on animals, such as cattle and horses, to keep track of them if they became lost. Similar to the runaway slave Bristol, the origins of other enslaved people could be traced through the symbol branded upon their body.
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ADDITIONAL COMMENTARY: Carl Robert Keyes
By the time George McIntosh’s advertisement concerning Bristol ran in the March 1, 1769, edition of the Georgia Gazette, the runaway had been absent for nearly seven weeks. McIntosh reported that Bristol “WENT AWAY” on January 13. Also by early March the advertisement would have been familiar to colonists who regularly read the Georgia Gazette. Dated “17th January, 1769,” it appeared in its sixth consecutive issue. McIntosh apparently submitted it to the printing office too late for inclusion in the January 18 edition, but starting on January 25 the advertisement appeared every week. By then, Bristol had been “AWAY” from McIntosh’s plantation for nearly two weeks. In the several weeks since, he continued to make good on his escape. Perhaps he had learned from a previous failed attempt and crafted a better plan. McIntosh stated that Bristol had been “taken up once before” in the area of Sunbury and Midway.
The longevity of McIntosh’s advertisement describing a man who had escaped from bondage was hardly unique, at least not compared to other advertisements that described runaways and offered rewards for their capture and return. Some ran for as long as six months before being discontinued. When such advertisements disappeared from the pages of the Georgia Gazette after so long, it most likely indicated that slaveholders decided not to make further investments in alerting the public about the runaways. After seeing the same advertisements for months, readers were probably well aware of the descriptions of the runaways and the circumstances of their escapes.
In contrast to the constant republishing of runaway advertisements, other sorts of paid notices usually ran for a much more limited time. Advertisements for consumer goods and services, for example, typically ran for three or four weeks. Merchants and shopkeepers did not make the same investment in notifying the public about their wares as slaveholders made in their attempts to reclaim their human property. Advertisements for runaway slaves were an important revenue stream for the Georgia Gazette not only because colonists placed so many of them but also because those advertisements ran for so much longer than any others.
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[1] Betty Wood, Slavery in Colonial America, 1619-1776 (New York: Rowman and Littlefield, 2005), 28.
What was advertised in a colonial American newspaper 250 years ago today?
Essex Gazette (February 28, 1769).
“LADIES Hair is dressed in different Manners.”
On February 28, 1769, Samuel Archer advertised his services as a hairdresser for both men and women in the Essex Gazette.
For the men, Archer offered wigs according to the “newest Fashions from London,” especially attractive for “Gentlemen” heavily influenced by their British counterparts. For the “Ladies,” he provided “French Curls,” “Towers and false Curls,” and “Rolls.” For both men and women, fashion played a role in helping to determine status and identity to distinguish among social groups. In “Fashion and the Culture Wars of Revolutionary Philadelphia,” Kate Haulman explains that fashion was “dictated for some colonists by Europe” and “indicated commercial and cultural inclusion in a far wide, cosmopolitan Atlantic world. It suggested connection and distinction, proving essential to expressions of rank and power dependent on performing one’s place in the British Empire.”[1] The British identity important to American colonists was reflected in the sorts of fashion, goods, and styles that were part of their lifestyles, including the hairstyles created at Samuel Archer’s shop.
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ADDITIONAL COMMENTARY: Carl Robert Keyes
Samuel Archer proclaimed that the ladies of Salem could visit his shop to have their hair “dressed in different Manners.” He listed a few of the most popular styles, but, like many shopkeepers who listed their wares in their advertisements, he insisted that he had not exhausted the possibilities. There were so many “other Forms” that it was “too tedious to mention” them all. Prospective clients could depend on Archer dressing their hair in practically any manner they desired.
Among the styles that he did include, the hairdresser decided to conclude with “Rolls for Ladies,” perhaps hoping to create a lasting impression by ending with one of the most popular styles adopted by women who wished to assert their status. Kate Haulman relates a description of a high roll taken from the diary of Anna Green Winslow of Boston: “red Cow Tail … horsehair … & a little human hair … all carded together and twisted up.” The roll was often decorated with pearls and flowers. A side curl brought down over one shoulder completed the look, which could take hours to create. As Haulman explains, “The amount of time involved in achieving the elaborate look meant that wearing a high roll signified high social status in two ways: by replicating a style worn at court and the beau monde in England and by requiring plenty of spare time to have it constructed.”[2]
The amount of time that hairdressers spent with their clients, particularly clients of the opposite sex, caused some concern, not unlike the uneasiness sometimes directed at dancing masters. “Anxieties over relationships between men and women of different ranks, the potentially illicit exchanges that were occurring, and the social dependency of women with means on men without informed attacks on hairdressers and their clients,” according to Haulman.[3] Although not genteel themselves, hairdressers assisted their clients in crafting appearances that testified to their gentility, thus inverting the usual positions of authority by conferring power on those who earned their livelihood by providing a service rather than those who purchased the service. As Chloe indicates in her analysis of Archer’s advertisement, hairdressers marketed status. Their efforts to do so, however, were fraught with other challenges.
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[1] Kate Haulman, “Fashion and the Culture Wars of Revolutionary Philadelphia,” William and Mary Quarterly, 3rd ser., 62, no. 4 (October 2005): 627. [2] Haulman, 639. [3] Haulman, 639.
What was advertised in a colonial American newspaper 250 years ago today?
Boston Chronicle (February 27, 1769).
“ABOUT TWENTY PIECES of fine IRISH LINEN, just imported in fine Order.”
This advertisement offers insight into sought-after items in colonial America, such as linens, sheeting, and other types of cloth. John Gerrish promoted textiles, many of which had symbolic importance associated with status. Networks of importing and selling textiles in colonial America added to the material culture that expanded as part of the consumer revolution. The rise of consumer society brought about universal participation by nearly all colonists, to one extent or another. Drawing on a “language of goods,” colonists could assess others based on their clothing and other possessions. Assessing social meaning focused on whether the apparel matched their character and status, especially as the importation and circulation of textiles increased and prices went down.
According to N.B. Harte in “The British Linen Trade with the United States in the Eighteenth and Nineteenth Centuries,” even though the “production of linen was the most widespread industrial activity in America during the colonial period … large amounts of linen were imported from across the Atlantic.” As Harte mentions, colonists produced their own linen yet at the same time remained dependent on imports from the British Isles. The linen industry suggested the potential for a break from Britain, as Americans made some their own consumer goods.
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ADDITIONAL COMMENTARY: Carl Robert Keyes
Chloe concludes with a tantalizing possibility. Drawing on discussions about economic resistance to the Stamp Act, the Townshend Acts, and other abuses by Parliament from our Revolutionary America class, she invokes plans envisioned by colonists who wanted to establish greater commercial independence from England even if they were not yet prepared to declare political independence. In addition to new taxes and new regulations imposed by Parliament, colonists lamented an imbalance of trade with England in the late 1760s, giving them another reason to promote both production and consumption of local goods.
Yet as the advertisement Chloe selected demonstrates, colonists imported large quantities of textiles. “IRISH LINEN” was one of several sorts of fabrics up for bids at John Gerrish’s “PUBLIC VENDUE-OFFICE” in Boston. The auctioneer also listed “Cotton Checks,” “Striped Holland,” “Kersies,” “Serges,” and other kinds of imported cloth readily recognized by colonial consumers. Those who advocated for production and consumption of “domestic manufactures” thus had to overcome at least two obstacles. On the production side, they needed to expand the capacity for producing textiles. After all, colonists imported so many linens and other fabrics because they did not produce sufficient quantities themselves. On the consumption side, they needed to shift tastes away from some of the finer fabrics that denoted wealth and status. Affixing a political meaning to homespun cloth was part of that process.
Even if colonists could accomplish the latter – and they had some success in doing so, at least for short periods during particularly tense relations with Parliament – the former remained idealistic rather than practical. Editorials promoting domestic manufactures ran in newspapers throughout the colonies. Many artisans, shopkeepers, and other advertisers responded by incorporating such messages into their notices aimed at prospective customers. Yet even when consumers were willing to consider local alternatives to imported textiles, the colonies did not have the capacity to produce sufficient quantities to meet their needs. Rhetoric and reality deviated, but that did not necessarily diminish the power of the rhetoric as colonists considered their own consumer choices and assessed other for they choices they made.
What was advertised in a colonial American newspaper 250 years ago this week?
Boston Evening-Post (February 20, 1769).
“Two Tierces of SUGAR of the first Quality.”
Sugar was a sought-after consumer good, closely associated with tea in the eighteenth century. Drinking tea with sugar was popular in colonial America, especially since the rituals resembled the lifestyle of Britons on the other side of the Atlantic. Everyone loved tea with sugar, but it is essential to look at where all the sugar came from.
The production of sugarcane, mostly by slaves in the Caribbean, increased throughout the eighteenth century. During this time, there was a shift from tobacco to sugar, according to B.W. Higman. In “The Sugar Revolution,” Higman states, “The six central elements of the sugar revolution are commonly regarded as a swift shift from diversified agriculture to sugar monoculture, from production on small farms to large plantations, from free to slave labour, from sparse to dense settlement, from white to black populations, and from low to high value per caput output.”[1] As part of the “sugar revolution,” the exportation of sugar from the Caribbean to mainland North America allowed colonists to live a life resembling the mother country. Slaves, the hands behind production, played a significant part in the expansion of colonial consumer culture. With high demand for sugar, slaves put in long hours on plantations to meet the needs of mass production. Enslaved labor boosted production to large-scale enterprises. It is safe to say slavery was a driving force in the success of the sugar industry. It is interesting how colonists set high demands for a good, such as sugar, to enhance their identity as British while allowing enslaved workers to be the means behind it. It shows how slavery was part of consumer culture even for colonists kept their hands clean by not owning slaves.
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ADDITIONAL COMMENTARY: Carl Robert Keyes
Joseph Russell advertised the “SUGAR of the first Quality” that prompted Chloe to consider the connections between slavery and consumer culture in eighteenth-century America. Russell, however, was neither a shopkeeper nor a merchant. Instead, he was an auctioneer who regularly advertised the various goods coming up for bids at his “Auction Room, in Queen-street.” In addition to the sugar slated to be sold “by PUBLIC VENDUE” (or auction), he also advertised “a variety of English GOODS.” Russell was not alone in his efforts to steer consumers to auctions rather than patronizing the many shops in Boston. Immediately above his advertisement, another notice, this one placed by John Gerrish, informed readers of an upcoming auction of “A fresh Assortment of GOODS” at “the Public Vendue-Office, North End.” Beyond Boston, other auctioneers also published newspaper advertisements to promote their establishments. Four of them – “Abeel & Neil’s VENDUE,” “M‘DAVITT’s Vendue House,” “MOORE & LYNSEN’s AUCTION-ROOM,” and “Nich. W. Stuyvesant, & Co’s. Vendue-House” – inserted notices in the New-York Gazette and Weekly Mercury on the same day that Russell’s advertisement ran in the Boston Evening-Post.
Auctions presented additional opportunities for colonists to participate in the consumer revolution. Rather from visit shops or warehouses where they would have to haggle with shopkeepers and merchants in hopes of gaining the lowest prices, they could instead seek bargains at auctions. Auctioneers advertised in hopes of drawing crowds, hoping that would increase bids, but colonists knew that they could acquire goods below market value if bidding lagged. Gerrish’s advertisement indicated that his next auction consisted of “a great Variety of ARTICLES, both New, and Second hand.” For those who could not afford to purchase certain kinds of clothing, housewares, and other merchandise from merchants and shopkeepers, auctions allowed them to acquire secondhand items at reduced prices. Gerrish announced that the “Goods may be viewed before the Sale,” thus allowing prospective bidders to examine used items for wear, defects, and cleanliness in advance rather than forcing them to make decisions on the spot during the auction.
Russell’s auction of “a variety of English GOODS” likely included many items similar to those listed in Thomas Knight’s advertisement on the same page of the Boston Evening-Post. While Knight proclaimed that he was “determined to sell at the very lowest” prices, savvy consumers knew that they might get even better deals at an auction.
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[1] B.W. Higman, “The Sugar Revolution,” Economic History Review 53, no. 2 (May 2000): 213
What was advertised in a colonial American newspaper 250 years ago today?
“A QUANTITY of choice NEW-ENGLAND FLOUR of MUSTARD.”
“FLOUR of MUSTARD” was popular in eighteenth-century Americas. Mustard was an essential ingredient in many common recipes. According to Colonial Williamsburg, “It was used as whole seeds or even ground into a powder they called flour of mustard. … The powder was often rolled into balls and sold to be mixed up with water.” William Chace sold his flour of mustard “by the Dozen or single.” This suggests that Chace’s target audience included consumers as well as shopkeepers and merchants. To sell in bulk indicates others would purchase to then sell to the colonists in their town. Chace wanted to extend business beyond one place, Providence, to other locations.
It is important to look at the influence of advertisements in colonial newspapers. Colonists relied on newspapers to obtain information about consumer goods. Richard L. Merritt notes, “Colonial businessmen were quick to recognize the newspapers’ potential as advertising media.”[1] It served as an effective way to communicate and promote products. Advertising an item such as mustard, to be bought individually or in bulk, appealed to a large range of people. Without advertisements, it would be more difficult to sell. Word of mouth only goes so far, and the newspaper gave sellers an advantage.
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ADDITIONAL COMMENTARY: Carl Robert Keyes
As Chloe indicates, mustard was popular in both England and the colonies in the eighteenth century. William Chace made clear that he sold flour of mustard that had been produced in the colonies rather than imported on the same ships that transported glass, lead, paints, papers, and tea subject to duties under the Townshend Acts. The use of all capitals proclaimed “NEW-ENGLAND FLOUR of MUSTARD,” but Chace did not consider merely listing the origin of his product sufficient to convince prospective customers to purchase it. Lest anyone have any doubts about its quality or suspect that this locally produced alternative might be inferior to flour of mustard sent from England, he assured skeptical readers that his product was “superior both for Strength and Flavour to any imported.” This was not Chace’s pronouncement alone. He reported that the “best Judges” had reached this conclusion.
In presenting these appeals to consumers, Chace participated in a larger movement, a form of economic resistance based on encouraging production and consumption of “domestic manufactures” as an alternative to purchasing imported goods – and not just for those items indirectly taxed under the Townshend Acts. Other advertisements more explicitly made this argument, such as those that promoted the production of paper in the colonies, but shopkeepers like Chace could depend on prospective customers being aware of the discourse concerning consumption. He did not need to stridently denounce Parliament in his advertisement, especially since the news items elsewhere in that issue of Providence Gazette primed prospective customers to consider the political meaning associated with their consumption habits. A letter from “A LOVER OF MY COUNTRY,” reprinted from Rind’s Virginia Gazette, “LETTERS in Answer to the Farmer’s LETTER III,” and editorials reprinted from the London Gazetteer and the Newport Mercury rehearsed various perspectives concerning the imperial crisis. The arguments that dominated public debate appeared alongside Chace’s advertisement, providing all the political context necessary for readers to consider why the “Strength and Flavour” of his flour of mustard were not the only reasons they might wish to purchase it.
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[1] Richard L. Merritt, “Public Opinion in Colonial America: Content-Analyzing the Colonial Press,” Public Opinion Quarterly 27, no. 3 (Autumn 1963): 366.
What was advertised in a colonial American newspaper 250 years ago today?
New-Hampshire Gazette (February 24, 1769).
“Watches repair’d or clean’d.”
In late February 1769, the New Hampshire Gazette featured an attractive advertisement for John Simnet’s watchmaking services, including repairs and cleaning. The advertisement points out that Simnet was an experienced watchmaker who had moved to America from London. Colonists still felt connected to the mother country so readers may have appreciated Simnet’s ties to Britain. In fact, most colonists identified as British and emphasized English culture, especially fashion and consumer goods. The colonists looked towards London, where taste and style were set. T.H. Breen has called this the Anglicization of consumer culture in the colonies.[1]
Readers may have been enticed by the price of Simnet’s repair and cleaning services. He appealed to the general public by offering the best deal, promising customers “less Expence than usual in this Country.” Breen states, “Consumer demand was the driving engine of economic change. Knowledge of the availability of these goods sparked desire, and though humble buyers obviously could not afford quality items, they purchased what they could.”[2] Simnet’s advertisement assured readers that his price was affordable for a greater number of customers, regardless of their socioeconomic status.
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ADDITIONAL COMMENTARY: Carl Robert Keyes
In her first entry as guest curator for the Adverts 250 Project, Chloe has focused on some of the appeals that watchmaker John Simnet made to prospective customers. Price was a popular marketing strategy throughout the colonies, but Chloe also points out that colonists continued to emphasize their cultural connections to London and the rest of the empire even as they contended with Parliament over the Townshend Acts and other measures after the Seven Years War.
Simnet also incorporated other appeals in his advertisement. Deceptively short, it presented a multitude of reasons that anyone who needed watches “repair’d or clean’d” should call on Simnet at his shop across the street from Staver’s Tavern. Like many artisans, Simnet promoted both his skill and experience. For instance, he informed readers that he had worked at his trade for twenty-five years. As Chloe mentions, he had spent that time in London. That likely had a double resonance for colonial consumers. Not only did it establish a connection to the cosmopolitan center of the empire, it also suggested that Simnet had acquired greater expertise than many colonial watchmakers for having operated his business in such a competitive environment for so long. Simnet came right out and said so when he proclaimed that he performed his services “in a neater manner … than usual in this Country.” Many artisans, especially those who had migrated from London like Simnet, attempted to convince potential customers that they had the skills to deliver services equal to their counterparts on the other side of the Atlantic. With his declaration that he cleaned and repaired watches better than others in New Hampshire, Simnet opted for a slightly different approach, one more aggressive toward his local competitors.
Simnet did not require a lot of words or a lot of space in the New-Hampshire Gazette. Instead, he deployed multiple marketing strategies in just a few lines. In addition to his purported skill as a watchmaker, he demonstrated his familiarity with the most common appeals artisans made in advertisements in eighteenth-century America.
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[1] T.H. Breen, “An Empire of Goods: The Anglicization of Colonial America, 1690-1776,” Journal of British Studies 25, no. 4 (October 1986): 497.
Chloe Amour is a sophomore double-majoring in History and Secondary Education at Assumption College. Her interests in history include Colonial America, World War II, and the Vietnam War. Beyond the classroom, Chloe is actively involved in campus life. She is a resident assistant, member of the Student Government Association, vice president of the Class of 2021, an executive for the Campus Activities Board, an active volunteer through the Reach Out Center, a peer minister with Campus Ministry, and a SOPHIA Program Collegian.
Chloe Amour is a senior at Assumption University in Worcester, Massachusetts, where she is majoring in History with a minor in Education. She is from Holden, Massachusetts. Her interests in history include Colonial America, World War II, and the Vietnam War. Beyond history, Chloe is active on campus as a Resident Assistant, Campus Life Intern in the Office of Student Affairs, an Admissions Ambassador, and a Tutor in the Academic Support Center. Chloe is currently applying to graduate programs in higher education administration with a concentration in student affairs.
