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nydus/A History of Advertising from the Earliest Times.Public
Page 763 of 1098
Table of Contents

CHAPTER XVII. MATRIMONIAL ADVERTISEMENTS AND AGENCIES.

It will not be at all out of the way to assume that as long as the world has been populated it has possessed people anxious to get married. Marriage is the correct condition of life; indeed we have the best authority for regarding it as one of the principal reasons of our being, and so there is no need for wonder that many of the best-known customs of the ancients bear upon marital rites and festivities. Marriage comes in due course to the majority, male and female; but there are, naturally, those who have no desire for it, and again those who have to make effort to obtain it. There are various ways of exhibiting one’s wares and attractions, and chief among them comes the object of our attention—advertising. Of late years there seems, in addition to the ordinary courses open to advertisers, to have been special arrangements made on behalf of the unmatched, who are allowed to express their desires and recommendations free, gratis, for nothing, in the columns of certain cheap periodicals—the described being all beauty or virtue, or both, when not possessed of capital. Would-be lovers are not generally deficient in either particular when the circulating medium is thrown into the balance as well. So that by means of the weekly publications referred to, marriage seems a much better commercial arrangement than that mentioned by a modern author, who, speaking of the Babylonians, says that “Herodotus records one of their customs, which, whether in jest or earnest, he declares to be the wisest he ever heard of. This was their wife-auction,

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