An Historical Account of the Art of Commercial Persuasion in the Epoch of Victoria, and Its Influence on the Modern Day

The Victorian Era, a span of history marked by the reign of Queen Victoria from the year 1837 to 1901, bore witness to great leaps and bounds in many fields, not least among them the art of commerce. A newfound grasp on the wants and whims of the consumer, twinned with the thunderous progress of industry and the miracles of modern invention, cast the mould for a new era in the art of marketing.

byCarter~Jun 27, 2023~inAdvertising, Innovation, Marketing, Research, Strategy

The Landscape of Victorian Commercial Persuasion

Before this illustrious era, the world of commerce was but a simple dance. It involved naught more than the exchange of goods with local patrons, with an emphasis on necessary commodities and crafts made by hand. The primary tools of persuasion were gossip and good word, simple signboards, and the honour of the merchant.

However, the Victorian era heralded a sea change in this simple dance. Rapid urbanization and the miracle of mass production spawned a cornucopia of goods. With this newfound bounty came a need to mark one’s products as different from the horde, leading to the creation of goods tied to a name.

Moreover, advancements such as the invention of the electric telegraph and the expansion of the railway network during this era sped up the spread of news and knowledge. These miracles allowed businesses to seek patrons beyond their local shores, and they seized these opportunities with both hands to make their goods known far and wide.

The Dawn of New Techniques

With the explosion of goods and the urgent need to mark one’s products as unique, advertisements flourished during the Victorian era. Advertisements took on a new sophistication, employing the elements of art, design, and cunning words to entice potential patrons. The era also saw the rise of endorsements from well-known figures, with popular public personages used to increase the allure of products. Victorian businesses also began to use early forms of missives sent direct to reach an even wider audience.

One ground-breaking Victorian technique that remains relevant to this day is the use of emotional appeals in advertisements. Victorian commercial persuaders discovered the power of plucking the heartstrings of consumers to sell products and services. They became masters at evoking feelings of wistfulness, excitement, fear, and desire through their advertisements, creating a bond between the consumer and the product.

Another significant strategy from the Victorian era that is still in use is the idea of creating a product or brand image. Companies began to grasp the importance of a consistent and unique identity to mark themselves apart in a marketplace growing ever more crowded. This understanding led to the use of insignia, slogans, and colours to create memorable and distinct identities for their goods.

Yet, it is critical to note that the dawn of these new techniques was not without its shadows. One glaring drawback was the prevalence of false claims and the inclusion of dangerous ingredients, presented as beneficial in Victorian advertisements. A lack of strict regulation allowed for the proliferation of these unscrupulous tactics.

Advertisements of the era often boasted exaggerated and sometimes outright false claims about the capabilities of the product. This was particularly rife in the realms of medicine and beauty, where products often promised miraculous results. As for the ingredients, products—ranging from tonics to cosmetics—frequently contained substances we now recognize as harmful, such as opium, arsenic, and lead. They were marketed not only as safe but beneficial, reflecting a lack of scientific understanding and ethical marketing practices.

It was these problematic aspects of Victorian marketing, coupled with the risks they posed to public health, that eventually led to the increased regulation of advertising in later years. This starkly illustrates the need for ethical considerations in advertising, a principle that remains paramount in modern marketing.

Pear’s Soap: A Revolutionary Victorian Era Marketing Triumph

The soap brand, ‘Pear’s’, is one of the oldest living brands in the world and a prime example of a successful Victorian era marketing campaign.

Founded by Andrew Pears in London in 1789, Pear’s Soap became well-known in the mid-19th century under the guidance of Thomas J. Barratt, the son-in-law of one of the partners and arguably the first modern advertising man. Barratt’s insightful marketing campaigns fundamentally changed how products were marketed, effectively setting the foundation for modern advertising practices.

The story begins with Barratt recognizing a need to differentiate Pear’s Soap from a slew of competitors. He achieved this through three significant tactics: sophisticated branding, celebrity endorsements, and emotional appeal.

Branding: Barratt decided to give Pear’s Soap a unique identity by using the same branding across all advertisements. He chose an artful, distinctive design featuring the product and the brand name. The iconic image of a cherubic boy admiring his reflection in a bathtub while holding a bar of Pear’s soap became one of the most recognizable advertising images of the Victorian era.

Celebrity Endorsements: Barratt leveraged endorsements from well-known figures to create a buzz about the product. In a stroke of genius, he even secured an endorsement from Queen Victoria’s court, thus tying Pear’s Soap to the prestige and high standards of the British monarchy.

Emotional Appeal: Borrowing a technique from his contemporaries, Barratt made use of emotional appeals to attract potential customers. One of the most famous slogans associated with Pear’s soap was, “Have you used Pear’s soap today?” This evoked feelings of cleanliness and a sense of duty, subtly suggesting that using any other soap was a disservice to oneself.

The success of Barratt’s marketing strategies made Pear’s Soap a household name across Britain and beyond, marking one of the earliest examples of a product becoming known on a global scale due to effective marketing. The techniques used in this campaign continue to influence modern advertising, highlighting their timeless relevance and effectiveness. This case study serves as an excellent reminder of how Victorian era marketing strategies laid the foundation for many practices we still see today.

Disclaimer: It’s crucial to note that while this case study highlights some innovative marketing strategies used by Pear’s Soap during the Victorian era, it’s equally important to acknowledge and criticize elements of the brand’s advertising that are deeply problematic by today’s standards. Some of Pear’s Soap advertisements have indeed not aged well and contain explicit racist implications.

The brand notably exploited themes of colonialism and white supremacy in their ads, especially those produced in the late 19th and early 20th centuries. The infamous ‘The White Man’s Burden’ campaign, for instance, blatantly promoted the idea of colonial expansion under the guise of ‘civilization’ and used racist iconography that implied the superiority of white skin.

It’s vital to approach such historical advertising campaigns with a critical eye, acknowledging their impact on the marketing industry while vehemently rejecting the harmful ideologies they propagated. History serves as a mirror, showing us not only our advancements but also our failures. Let this serve as a stark reminder that ethical considerations must always play a key role in the development and implementation of marketing campaigns.

Techniques Fallen from Favour: Primed for a Return?

While many a strategy from the Victorian age of marketing has stood the test of time, some have fallen from favour. One such strategy was the use of verbose and highly detailed copy in advertisements. Victorian commercial persuaders believed in providing as much knowledge as possible to potential patrons, leading to lengthy, text-laden ads. In contrast, the modern art of marketing leans towards brevity and a focus on visual communication.

However, in the age of digital commerce, content is once again ascending to its throne. With the rise of content marketing and the need for text friendly to the Search Engine Optimisation, there is a growing demand for more detailed, informative content. As consumers become more learned and discerning, the Victorian practice of comprehensive, detailed advertisements may see a revival.

Similarly, another Victorian technique that has become less popular is the use of sensationalism in advertisements. Victorian ads often used exaggerated claims and hyperbole to attract attention. Though this approach fell out of favour due to stricter rules around advertising and a desire for authenticity, elements of it can be seen returning in the modern practice of clickbait and strategies to make marketing messages spread like a virus.

In conclusion, the Victorian era was a time of profound change for the art of commercial persuasion. Many of the strategies born during this period continue to shape the art of commerce today, testifying to their timeless efficacy. While some Victorian practices have fallen by the wayside, changing trends and the cyclical nature of marketing may breathe new life into them in the age of digital commerce. Understanding these historical strategies can provide valuable insights into the ever-evolving art of marketing, allowing marketers to adapt and innovate more effectively.

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