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nydus/A History of Advertising from the Earliest TimesPublic
Page 661 of 1098
Table of Contents

CHAPTER XIV. QUACKS AND IMPOSTORS.

It would be interesting to know what quack—for a quack it certainly must have been—was first responsible for the belief that a child’s caul would save a man from drowning. The origin of this fiction is, however, hidden under the dust of ages. It is customary for people who assume what they wish to believe, to state that the superstition went out when education came in; but that such is not the case a perusal of the advertisement sheets of current journals will show. Here is a rather curious specimen of a generation ago:—

A CHILD’S CAUL to be disposed of, particularly recommended to persons going to the Continent on pleasure or business, officers in his Majesty’s navy, merchants trading to the East and West Indies, and all other parts of the globe, being exposed to the dangers of the seas, having the caul in their possession their life will most assuredly always be preserved. Address by letter only, prepaid, to Mr W., Temple Chambers, Falcon Court, Fleet Street.

It must be admitted that the demand for these extremely portable life-preservers has quite gone so far as advertisements are concerned, all that we have seen of modern years being in reference to cauls that the owners wished to part with. When these preventives were fully believed in, an ancient mariner must have been as much surprised as afraid when he went down to the bottom. Captain Marryat tells a rather funny story of a pair of canvas inexpressibles that refused to sink because they had a caul in one of the pockets; and in the days of Howe, Collingwood, and Nelson, a rare trade was driven in cauls, real and imitation, which then fetched fancy prices.

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