What was advertised in a colonial American newspaper 250 years ago today?
“EVANS, TAYLOR, HABIT and CLOAK-MAKER, from LONDON.”
Except for the mononym, this advertisement by Evans in the July 6, 1768, edition of the Georgia Gazette was not flashy. Nor was it particularly lengthy. Yet despite the economy of prose, Evans, a “TAYLOR, HABIT and CLOAK-MAKER,” managed to work several appeals into his short advertisement. In that regard, he met the standards for advertising established by many of his contemporaries throughout the colonies.
Like many other artisans, especially those in the garments trades, he first informed prospective clients of his origins. Evans was “from LONDON,” though he did not indicate how long it had been since he had lived there or how long he had pursued his trade in that city. Still, establishing a connection to the cosmopolitan center of the empire likely afforded him some cachet among the residents of Savannah and its environs.
Asserting that connection also provided a foundation for one of his other appeals. He promised potential customers that “he makes every article in the above branches after the newest fashion.” It went without saying that he meant the newest fashion in London. The tailor played on colonists’ anxieties that they lived in a provincial backwater, one separated from the metropole not only by distance but also by taste and style. Evans assured them that when they wore his clothing that they donned the current trends not only in the largest and most sophisticated urban ports on this side of the Atlantic but also the fashions in London. Yet it was not prohibitively expensive to rival the styles in those places. Evans pledged that he charged “the most reasonable rates” for the garments he made.
The tailor incorporated a brief employment advertisement at the end of his notice: “Wanted, Several Men and Women who can sew neatly.” Doing so communicated to readers that his services were in such demand that he needed more help in his shop, not just a single assistant but instead several to handle the volume of clients he served. Just as prospective clients desired to keep up with “the newest fashion” they also derived status from having their apparel made by a popular tailor.
Evans’s advertisement may seem sparse at first glance, but the savvy tailor inserted several appeals that recommended his services to customers. Without going into great detail, he played on several currents in consumer culture already quite familiar to eighteenth-century readers.