In 1767, one N. Foster wrote, “In England the several ranks of men slide into each other almost imperceptibly, and a spirit of equality runs through every part of their constitution. Hence arises a strong emulation in all the several stations and conditions to vie with each other; and the perpetual restless ambition in each of the inferior ranks to raise themselves to the level of those immediately above them. In such a state as this fashion must have uncontrolled... Read more

In the 1982 symposium, The Birh of a Consumer Society , Neil McKendrick identifies some of the chief features of the demand-side of the social and economic of the 18th century. What did it mean for England to become a “consumer society”? 1. More people than ever could acquire material possessions. 2. Objects that had long belonged only to the rich now became available to a much larger segment of society. 3. Objects once acquired by inheritance, if at all,... Read more

Samuel Johnson recognized the character of avertising quite early. he noted in 1761 that “advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises and by eloquence sometimes sublime and sometimes pathetic.” And he saw that competition ruled the economy on the consumption side as much as on the production side: “He that has resolved to buy no more finds his constancy subdued . . .... Read more

Seen in the advertising section of many 18th-century English newspapers: “a fine young breast of milk willing to enter a gentleman’s household.” Presumably attached to a wet nurse. And an advertisement for a bed that “at the head . . . in the full centre front, appears sparkling with electrical fire, through a glory of burnished and effulgent gold, the great, first, and ever operating commandment, BE FRUITFUL, MULTIPLY AND REPLENISH THE EARTH.” Read more