Selling (Through) Politeness

Abstract

Drawing on a survey of newspaper advertisements and trade cards from the Midlands and north-west England, this article examines the ways in which eighteenth-century advertisements helped to spread notions of politeness. It argues that advertisements were structured by and drew upon the conventions, norms and language of politeness to sell goods and promote shops. At the same time they helped to reproduce and communicate these ideas to a wider public. This had both material and conceptual dimensions: advertisements sold 'polite' goods and a 'polite' lifestyle, but they were also representations of politeness, signifying its ideals to a burgeoning middle class.

‘Exceedingly Obnoxious to others in the Trade’: Carlisle Bookseller, Printer and Publisher Charles Thurnam (1796–1852)

“…61 In the expectation of increasing business, Thurnam's adverts mixed commercial intelligence with the polite language and stock phrases to be found in other contemporary adverts and business letters. 62 Thurnam begged to inform, respectfully informed or announced to friends, ladies, gentlemen and the public, his 'assiduity and attention' or his 'unremitting attention' to business. These, he hoped, would 'merit a share of their favours'.…”

“…64 Lists of the latest publications added to his library and of publications available for purchase together with their prices informed customers about what was current. 65 This deliberate 'coupling of fashion, quality and price' was designed to appeal to the 'desires and aspirations' of the middling ranks. 66 Some groups were specifically targeted.…”

“…65 This deliberate 'coupling of fashion, quality and price' was designed to appeal to the 'desires and aspirations' of the middling ranks. 66 Some groups were specifically targeted. Magistrates, churchwardens and overseers were informed of the 'new form of Orders and Indentures for binding parish Apprentices'.…”

Technologies of the Body: Polite Consumption and the Correction of Deformity in Eighteenth‐Century England

“…Taste and discernment were ‘central tenets of polite consumption’, and in purchasing technology for correcting or improving the body consumers were expected to make informed choices of what product was best. The correspondence of William Blakey reveals the way in which customers not only demanded a personalized service, but also took a particular interest in the manufacturing process, adjustment and maintenance of his products. In his attempt to persuade consumers of the efficacy of his elastic bandages for rectifying ‘distortions of the legs of children’, Sheldrake criticized those who followed the dictates of fashion in acquiring corrective devices rather than undertaking ‘mature investigation’ of the matter, using the ‘same train of ideas’ to buy (ineffectual) leg irons that a person would in ‘purchasing gloves &c.’.…”

Advertising and the character of English provincial department stores, c.1880–1914

“…Shopkeepers have been using the press to advertise from the earliest days of the provincial newspaper, carefully constructing their advertisements as polite notices to the public, but increasingly emphasising the benefits of their business in terms of choice, quality or price. 7 Activity increased exponentially in the nineteenth century, especially following the removal of advertising tax (1853) and duty on paper (1861) which reduced the cost of advertising and newspapers respectively. 8 Whatever distaste the middle classes might have had for advertisingits apparent vulgarity is a point made for the mid eighteenth century as well as the later nineteenth centurythe newspapers that they read were stuffed with advertisements.…”