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Editorial
December 14, 1869
The Cairo Evening Bulletin
Cairo, Alexander County County, Illinois
What is this article about?
Humorous editorial defending exaggerated advertising claims by merchants in the 'Bulletin' newspaper, arguing that only leading businesses advertise with superlatives while others do not.
Clipping
OCR Quality
98%
Excellent
Full Text
Do they Exaggerate?
We met an innocent soul yesterday who could not conceive how it is that every merchant, who advertises in the 'Bulletin' has the largest, best, selected and cheapest stock of dry goods; how every milliner has the most attractive and most fashionable stock of millinery goods, and how every clothier has the most stylish and the best assortment of clothing!
He is impressed with the idea that our advertisers are given to exaggeration, "for," says he, "it is quite impossible that every stock of goods in town is the largest, and it is equally impossible that every merchant is underselling every other merchant."
The matter was at once adapted to his powers of comprehension when we explained that only the leading, the cleverest, the most substantial and reliable merchants and business men advertise in the 'Bulletin.' These had a perfect right to employ superlative expressions. Those who do not advertise furnish the comparative class, and such forlorn individuals as unhappily cast their lots in other localities dare not rise above the positive.
"No further explanation was considered unnecessary."
We met an innocent soul yesterday who could not conceive how it is that every merchant, who advertises in the 'Bulletin' has the largest, best, selected and cheapest stock of dry goods; how every milliner has the most attractive and most fashionable stock of millinery goods, and how every clothier has the most stylish and the best assortment of clothing!
He is impressed with the idea that our advertisers are given to exaggeration, "for," says he, "it is quite impossible that every stock of goods in town is the largest, and it is equally impossible that every merchant is underselling every other merchant."
The matter was at once adapted to his powers of comprehension when we explained that only the leading, the cleverest, the most substantial and reliable merchants and business men advertise in the 'Bulletin.' These had a perfect right to employ superlative expressions. Those who do not advertise furnish the comparative class, and such forlorn individuals as unhappily cast their lots in other localities dare not rise above the positive.
"No further explanation was considered unnecessary."
What sub-type of article is it?
Satire
Trade Or Commerce
What keywords are associated?
Advertising Exaggeration
Merchants
Bulletin
Satire
Business Promotion
What entities or persons were involved?
Bulletin
Merchants
Milliners
Clothiers
Editorial Details
Primary Topic
Defense Of Exaggerated Advertising By Leading Merchants
Stance / Tone
Humorous And Ironic
Key Figures
Bulletin
Merchants
Milliners
Clothiers
Key Arguments
Every Advertiser In The 'Bulletin' Claims The Largest, Best, And Cheapest Stock
Only Leading And Reliable Merchants Advertise With Superlatives
Non Advertisers And Those In Other Localities Use Lesser Expressions