NEW ADVERTISEMENTS. DAVISON & HARRIS
Looking back about 170 years to the mid-19th-century American society–think 1856–one captures an image of an emerging commercialized world, quickly warming to the still nascent mainstream media. The article that inspired this journey into the past, published on January 26, 1856, carries glimpses into this transition reverberating throughout the community of Weaverville, California. Not only does it provide a window into the trading and advertising practices of the time but it also subtly illuminates how these events forged our current norms in advertising, commerce and law today.
Let's start with a vivid instance, an advert by Davison & Harris, a business doling out an array of consumer goods. With "sign of the golden mortar & big book," they traded in commodities diverse as drugs, patent medicines, stationery, wines, liquors, tobacco, books, perfumery, and even fancy and toilet articles. The variety may seem ordinary today, but for a time when specialized shops predominated, the offering was creditably expansive. Davison & Harris were pioneers of what we know now as the departmental or retail store culture. Their permanent setup in a "new, fireproof building" encouraged trust and reliability–no small matter in a world where businesses floated transiently, keen to cash in quick wealth, or as the language of the times painted it, "to make their pile."
The abundance and diversity of goods on offer potentiate another rich vein of analysis: the burgeoning of consumerism. Various wares from perfumes to playing cards indicate not only the basic essentials but also a gradient of luxury items. These goods being pushed out in the market suggests that there was a growing segment of populace who found disposable income for non-essentials. This afforded Davison & Harris a chance to create an atmosphere of hedonistic consumerism among the town's inhabitants, a trend which echoes in today's capitalist markets.
Amidst the panoply of trade, the law was asserting itself in a language that underscores the sophistication of the time's legal system. The Sheriff’s Sale reveals a legal case involving mortgage foreclosure and property seizure ruled by the District Court. The precise recording and execution of the decree in this advert underline the considerable development in legal proceedings during this period and perhaps, sowed the seed for today's strict legal proceedings in areas of real estate and mortgage.
The flurry of advertisements taking roots in 1856 also pointed towards the genesis of today's media-driven consumerism. The advertisements weren’t simply recitations of wares; they were skillfully devised to lure in customers. The language of this age wielded certain enticements, cheaper prices, credit system, and even the promise of permanent establishment. An instance from the article reads, "Credit when we can, cash when we can not," showcasing tactics still used by today's retailers.
Somewhere under the sagacious eye of the economically savvy Fat Hogs advertisement, one discerns the shrewd use of the scarcity principle. Noting that the attention of butchers and drovers from mining districts is being called, one could speculate that in those times, lean meat was likely a scarcity due to dietary preferences or logistical difficulties. Advertising the sale of fat hogs implicitly hints at scarcity and thereby adds value and urgency to the offering.
With a trove of vibrant notices including the summoning of debtors to hurry settlements, exchanging and banking businesses' announcements over their new partnerships, or the humble invite of a restaurant owner welcoming patrons to their reopening outlet, an article from 1856 unravels the early stages of mainstream media waxing with commercialized content.
In conclusion, analysis of the 1856 article raises fascinating details of a growing consumer culture, emerging trends in advertising, developments in the legal system, and the dawning of a new capitalist era. The past is not merely a barren land to roam and recollect; instead, it offers striking understandings of why our current world has shaped up the way it has.
In a time without social media, digital connectivity, global shipping, and online marketplaces, the humble advertisements of the 1850s were laying the foundation stones of our experience today. From the Davison & Harris's promises of a diverse range of products to the strategic scarcity principle intuitively used by the Fat Hogs' marketer are all practices we see mirrored in our current capitalist and consumerist society.
As William Faulkner famously said, "The past is never dead. It's not even past." This statement has never been more relevant as we comb historical documents to glean understanding that not just illuminates the then-days but provides impacting insights into our now and the future. But remember, we continue to shape tomorrow by the decisions we make today.
**Citation**:
- Trinity Journal, [NEW ADVERTISEMENTS. DAVISON & HARRIS, 1856-01-26]
https://cdnc.ucr.edu/
Original Article:
MAIN ST. WEAVERVILLE. SIGN OF THE GOLDEN MORTAR & BIG BOOK. Dealer in Drugs, Patent Medicines, Stationery, Wines, Liquors, Tobacco, Segars &c. BEING now permanently settled in our NEW, FIRE-PROOF BUILDING, and thankful for the very liberal patronage we have received for the past THREE YEARS, now offer our old customers and all new ones, a large and well-selected stock of pure DRUGS, and GENUINE PATENT MEDICINES, of which we are the authorized agents. Also, the largest and most complete assortment of Perfumery, Fancy and Toilet Articles. We would also call their attention to our stock of BOOKS, consisting of Novels, Histories, School-books, the prose and Poetical works of the most eminent Authors, CUTLERY & WRITING MATERIAL of every description. In addition to the above, we have on hand a fine assortment of GENUINE BRANDIES, WHISKEY, and Foreign Wines. Also, TOBACCO AND CIGARS, together with a very large stock of American Playing Cards, all of which will be sold at greatly reduced prices, for the reason that we have settled here permanently, and can afford to sell for less profit than those who are more anxious “TO MAKE THEIR PILE,” in a short time. Our motto is. Credit when we can Cash when we cannot. Jan. 26.1856. nl-tf. Sheriff’s Sale. BY virtue of a decree of foreclosure and an order issued out of the Hon. District Court, of the 15th Judicial District in and for Trinity county and judgment rendered Herein, on the 28th day of November, A. D. 1855, in favor of Skillman & Dosh and against Fehley & Co. for the sum of Five Thousand eighty-six Dollars and seventy-five cents principal, interest and cost of suit to date, together with the accruing costs for the foreclosure of a certain mortgage executed by said Fehley & Co. and in favor of said Skillman & Dosh, I will expose for public sale, at the court house door in the town of Weaverville, to the highest bidder on Monday, February 18th, 1856. at 1 o'clock, P.M., to satisfy the above judgment and accruing costs, the following described property to wit: The equal undivided one-half of the WATER FLUMES, BRIDGE and appurtenances and privileges thereof, known as the Rush Creek Company's Water Race, and owned by Fehley & Company, situated lying and being in the county of Trinity, and State of California, and conveys the waters of Rush Creek to the bars and gulches around Woodruff's and Trinity river, from Lewis & Palmer's Bridge, across Trinity river, to the mouth of Rush Creek, together with all the appurtenances and privileges thereunto belonging or in anywise appertaining. This 25th day of January, A. D. 1856. ED. NEBLETT, Sh'ff WARD & WARRING, CARPENTERS AND JOINERS, RESPECTFULLLY inform the citizens of Weaerville and vicinity, that they are always prepared to execute all orders in their line of business. They tender their sincere thanks to their many friends and patrons for past favors, ant hope, by punctuality, to merit a continuance of the same. W & W. have in connection with their Carpenter and Joiner's establishment, a Wagon Shop. where all work appertaining to that branch of business will meet with prompt attention. All work done with dispatch. Give them a call, and see for yourselves. All kinds of Cabinet Furniture, such as Chairs, Bedsteads, Tables, Safas, breuas, &c. &c. made on short notice. Shop on Court street, one door above the U. S. Bakery. nl-tf Notice ALL PERSONS indebted to STEWART & DUSKY, Hay Fork, are required to call and settle immediately, and thereby save costs. STEWART & DUSKY. January 26th, 1856. nl-tf Exchange & Banking Notice. SAN FRANCISCO, Ja 1st, 1856. THE undersigned have entered in copartnership, for the purpose of transacting a legitimate Exchange and Banking Business, under the name and style of GARRISON MORGAN, FRETZ & RALSTON, in this city and CHAS. MORGAN & Co. in New York The cash capital paid in is seven hundred thousand dollars, ($700,000.) An amount will be kept in the Manhattan Bank. New York, at all times, to cover our bills in case of loss of any shipment of treasure. We are now prepared to sell sight exchange on the Manhattan Bank, or Charles Morgan & Co., N. York ; also on the Manhattan Bank made payable, viz ; at the Southern Bank, New Orleans, La. Messrs. Darby and Barksdale Banks, St. Louis Mo ; Southern Bank of Kentucky, Louisville, Ky. Ohio Life Insurance and Trust Co. Cincinnati, O. Merchants' and Manufacturers' Bank Pittsburg, Pa. to purchase Gold Dust, Bars, Bullion, Mint & Bank Certificates, approved Securities, make collections, and to transact all matters pertaining to our business, on the most liberal terms. C. K. GARRISON, CHAS. MORGAN, By his Attorney, C. Garrison R. S. FRETZ W. C. RALSTON FAT HOGS 3,000 FAT HOGS FOR SALE.––– Inquire at the office of J. W. DO'S & CO., California street near Davis, N. B.––The attention of the Butchers and Drovers from the mining districts is especially called to the above. San Francisco, N. 16-1m Notice to the Public. LOOMIS, HUSCROFT & CO. has now on hand and for sale, in this market the lowest cash prices a large quantity of HAMS and BACON, fresh and choice, cured and prepared at their own Meat Market in Weaverville. They will also sell on foot, fat Beeves, for cash only.––– Weaverville, Jan 5, 1856. n21 ST. CHARLES HOTEL CORNER OF COURT AND TAYLOR STS., WEAVERVILLE. S. S. HOVEY, would respectfully inform his friends and the public generally that he has opened a Restaurant on Court Street where he is prepared to accommodate any who may favor him with a call. In a few weeks he will be able to reopen at his old stand on Main Street. 29-n.20. United States Bakery. THE UNDERSIGNED would respectfully inform the citizens of Weaverville, that they still continue the Bakery Business at their old stand, opposite the Union Hotel. Pies and Cake Kept constantly on hand. Cakes, Fancy Icing or other will be got up on short notice, for balls, parties, and other occasions. Fresh Bread Every Day ! Customers in town can be supplied at their doors. C. F. FRAATZ & L. EICHART. aug 11 tf.
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