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Updated: May 3, 2025
He fails, not because he advertises his wares in an outre manner, but because, after attracting crowds of patrons, he stupidly and wickedly cheats them. When the great blacking-maker of London dispatched his agent to Egypt to write on the pyramids of Ghiza, in huge letters, "Buy Warren's Blacking, 30 Strand, London," he was not "cheating" travelers upon the Nile.
The Times published these letters, and backed them up by several of those awful, grand and dictatorial editorials peculiar to the great "Thunderer," in which the blacking-maker, "Warren, 30 Strand," was stigmatized as a man who had no respect for the ancient patriarchs, and it was hinted that he would probably not hesitate to sell his blacking on the sarcophagus of Pharaoh, "or any other" mummy, if he could only make money by it.
Speaking of "blacking-makers," reminds me that one of the first sensationists in advertising whom I remember to have seen, was Mr. Leonard Gosling, known as "Monsieur Gosling, the great French blacking-maker." He appeared in New York in 1830. He flashed like a meteor across the horizon; and before he had been in the city three months, nearly everybody had heard of "Gosling's Blacking."
Billings the butterman; Sharwood, the turner and blacking-maker; and the Honourable Phelin O'Curragh, Lord Scullabogue's son, made speeches. That property is a paying one to the Incumbent, and to Sherrick over him. Charles's affairs are getting all right, sir.
Although called a "French" blacking-maker, Mr. Gosling is in reality a Dutchman, having been born in the city of Amsterdam, Holland.
We have to begin with the farmer, who feeds the animal that, after we have eaten a good dish from and think no more of, yet furnishes the hair which is made into brushes by the brushmaker; the carpenter has to make the box to hold them; the blacking-maker also comes to the service; and the tailor to give the uniform red coat worn by the Shoeblack Brigade yet after all this, you can get your boots blacked, and that well done, for one penny.
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