GUEST CURATOR: Patrick Waters
What was advertised in a colonial American newspaper 250 years ago this week?
“NEGROES … from CAPE-MOUNT, on the WINDWARD COAST, which is in the center of a RICE COUNTRY.”
Brewton, Doyley, and Brewton took out this advertisement in the South Carolina and American General Gazette to inform readers that a slave ship had just arrived. The advertisement stated that “A CARGO of Three Hundred PRIME YOUNG NEGROES Arrived Yesterday”
from Cape Mount on the Windward Coast of Africa. The captain was looking to offload its cargo on Wednesday, May 10, 1769. The advertisement speaks volumes about the economy of South Carolina in the era of the American Revolution. A slave ship with three hundred young black men and women would have been a welcomed sight for plantation owners looking to increase their labor force. Brewton, Doyley, and Brewton made sure in this advertisement to state that these slaves came from the Windward Coast. The reason for this, according to Joseph Opala, was that these slaves would already have expertise in farming rice. Colonists had found that the climate in South Carolina was perfect for farming rice; however, very few people had the skills to do so. This made slaves coming from the Windward Coast or the “Rice Coast” even more valuable because they came from fishing and rice farming villages.
ADDITIONAL COMMENTARY: Carl Robert Keyes
Brewton, Doyley, and Brewton’s advertisement was one of many in the May 1, 1769, edition of the South-Carolina and American General Gazette that indicated the origins of enslaved men, women, and children offered for sale. The partners provided very little information about the human cargo except to note that these “PRIME YOUNG NEGROES” came “from CAPE-MOUNT, on the WINDWARD COAST, which is in the center of a RICE COUNTRY.” Brewton, Doyley, and Brewton gave a short geography lesson, anticipating that it would resonate with prospective buyers precisely for the reasons that Patrick outlines in his analysis of the advertisement.
In another advertisement, John Chapman and Company announced the sale of “Two Hundred and Fifty NEGROES, Arrived … directly from GAMBIA.” Edmond Head placed yet another for “A CARGO of One Hundred and Twenty-six PRIME NEGROES … from GAMBIA.” Brewton, Doyley, and Brewton also placed a second advertisement, that one concerning “A CARGO of Three Hundred and Forty PRIME HEALTHY NEGROES, Arrived … directly from ANNAMABOE, on the GOLD COAST of AFRICA” (in modern Ghana). All of these advertisers expected that documenting the origins of enslaved men, women, and children made them more attractive to prospective buyers.
According to the Slave Voyages database, twenty-two vessels carrying at least 4277 captives arrived in Charleston directly from Africa in 1769. Another thirty-eight vessels from other ports, all of them in the Caribbean or mainland North America, also delivered enslaved men, women, and children to Charleston in 1769. Each of those vessels carried far fewer slaves. Still, the port of Charleston, one of the largest cities in the American colonies, was a vibrant slaving center on the eve of the American Revolution. Prospective buyers had many choices, prompting slave traders to attempt to distinguish the African men, women, and children they treated as commodities according to their particular places of origin and the types of expertise associated with laborers from those faraway places.