Kitobni o'qish: «The Humbugs of the World»

PUBLISHER’S NOTE

One of Mr. Barnum’s secrets of success is his unique methods of advertising, and we can readily understand how he can bear to be denounced as a “Humbug,” because this popular designation though undeserved in the popular acceptation of it, “brought grist to his mill.” He has constantly kept himself before the public – nay, we may say that he has been kept before the public constantly, by the stereotyped word in question; and what right, or what desire, could he have to discard or complain of an epithet which was one of the prospering elements of his business as “a showman?” In a narrow sense of the word he is a “Humbug:” in the larger acceptation he is not.

He has in several chapters of this book elaborated the distinction, and we will only say in this place, what, indeed, no one who knows him will doubt, that, aside from his qualities as a caterer to popular entertainment, he is one of the most remarkable men of the age. As a business man, of far-reaching vision and singular executive force, he has for years been the life of Bridgeport, near which city he has long resided, and last winter he achieved high rank in the Legislature of Connecticut, as both an effective speaker and a patriot, having “no axe to grind,” and seeking only the public welfare. We, indeed, agree with the editor of The New York Independent, who, in an article drawn out by the burning of the American Museum, says: “Mr. Barnum’s rare talent as a speaker has always been exercised in behalf of good morals, and for patriotic objects. No man has done better service in the temperance cause by public lectures during the past ten years, both in America and Great Britain, and during the war he was most efficient in stimulating the spirit which resulted in the preservation of the Union, and the destruction of Slavery.”

We cannot forbear quoting two or three additional paragraphs from that article, especially as they are so strongly expressive of the merits of the case:

“Mr. Barnum’s whole career has been a very transparent one. He has never befooled the public to its injury, and, though his name has come to be looked upon as a synonym for humbuggery, there never was a public man who was less of one.

“The hearty good wishes of many good men, and the sympathies of the community in which he has lived, go with him, and the public he has so long amused, but never abused, will be ready to sustain him whenever he makes another appeal to them. Mr. Barnum is a very good sort of representative Yankee. When crowds of English traders and manufacturers in Liverpool, Manchester, and London, flocked to hear his lectures on the art of making money, they expected to hear from him some very smart recipes for knavery; but they were as much astonished as they were edified to learn that the only secret he had to tell them was to be honest, and not to expect something for nothing.”

We could fill many pages with quotations of corresponding tenor from the leading and most influential men and journals in the land, but we will close this publisher’s note with the following from the N. Y. Sun.

“One of the happiest impromptu oratorical efforts that we have heard for some time was that made by Barnum at the benefit performance given for his employés on Friday afternoon. If a stranger wanted to satisfy himself how the great showman had managed so to monopolize the ear and eye of the public during his long career he could not have had a better opportunity of doing so than by listening to this address. Every word, though delivered with apparent carelessness, struck a key-note in the hearts of his listeners. Simple, forcible, and touching, it showed how thoroughly this extraordinary man comprehends the character of his countrymen, and how easily he can play upon their feelings.

“Those who look upon Barnum as a mere charlatan, have really no knowledge of him. It would be easy to demonstrate that the qualities that have placed him in his present position of notoriety and affluence would, in another pursuit, have raised him to far greater eminence. In his breadth of views, his profound knowledge of mankind, his courage under reverses, his indomitable perseverance, his ready eloquence, and his admirable business tact, we recognise the elements that are conducive to success in most other pursuits. More than almost any other living man, Barnum may be said to be a representative type of the American mind.”

INTRODUCTION

In the “Autobiography of P. T. Barnum,” published in 1855, I partly promised to write a book which should expose some of the chief humbugs of the world. The invitation of my friends Messrs. Cauldwell and Whitney of the “Weekly Mercury” caused me to furnish for that paper a series of articles in which I very naturally took up the subject in question. This book is a revision and re-arrangement of a portion of those articles. If I should find that I have met a popular demand, I shall in due time put forth a second volume. There is not the least danger of a dearth of materials.

I once travelled through the Southern States in company with a magician. The first day in each town, he astonished his auditors with his deceptions. He then announced that on the following day he would show how each trick was performed, and how every man might thus become his own magician. That exposé spoiled the legerdemain market on that particular route, for several years. So, if we could have a full exposure of “the tricks of trade” of all sorts, of humbugs and deceivers of past times, religious, political, financial, scientific, quackish and so forth, we might perhaps look for a somewhat wiser generation to follow us. I shall be well satisfied if I can do something towards so good a purpose.

P. T. BARNUM.

I. PERSONAL REMINISCENCES

CHAPTER I

GENERAL VIEW OF THE SUBJECT. – HUMBUG UNIVERSAL. – IN RELIGION. – IN POLITICS. – IN BUSINESS. – IN SCIENCE. – IN MEDICINE. – HOW IS IT TO CEASE. – THE GREATEST HUMBUG OF ALL

A little reflection will show that humbug is an astonishingly wide-spread phenomenon – in fact almost universal. And this is true, although we exclude crimes and arrant swindles from the definition of it, according to the somewhat careful explanation which is given in the beginning of the chapter succeeding this one.

I apprehend that there is no sort of object which men seek to attain, whether secular, moral or religious, in which humbug is not very often an instrumentality. Religion is and has ever been a chief chapter of human life. False religions are the only ones known to two thirds of the human race, even now, after nineteen centuries of Christianity; and false religions are perhaps the most monstrous, complicated and thorough-going specimens of humbug that can be found. And even within the pale of Christianity, how unbroken has been the succession of impostors, hypocrites and pretenders, male and female, of every possible variety of age, sex, doctrine and discipline!

Politics and government are certainly among the most important of practical human interests. Now it was a diplomatist – that is, a practical manager of one kind of government matters – who invented that wonderful phrase – a whole world full of humbug in half-a-dozen words – that “Language was given to us to conceal our thoughts.” It was another diplomatist, who said “An ambassador is a gentleman sent to lie abroad for the good of his country.” But need I explain to my own beloved countrymen that there is humbug in politics? Does anybody go into a political campaign without it? are no exaggerations of our candidate’s merits to be allowed? no depreciations of the other candidate? Shall we no longer prove that the success of the party opposed to us will overwhelm the land in ruin? Let me see. Leaving out the two elections of General Washington, eighteen times that very fact has been proved by the party that was beaten, and immediately we have not been ruined, notwithstanding that the dreadful fatal fellows on the other side got their hands on the offices and their fingers into the treasury.

Business is the ordinary means of living for nearly all of us. And in what business is there not humbug? “There’s cheating in all trades but ours,” is the prompt reply from the boot-maker with his brown paper soles, the grocer with his floury sugar and chicoried coffee, the butcher with his mysterious sausages and queer veal, the dry goods man with his “damaged goods wet at the great fire” and his “selling at a ruinous loss,” the stock-broker with his brazen assurance that your company is bankrupt and your stock not worth a cent (if he wants to buy it,) the horse jockey with his black arts and spavined brutes, the milkman with his tin aquaria, the land agent with his nice new maps and beautiful descriptions of distant scenery, the newspaper man with his “immense circulation,” the publisher with his “Great American Novel,” the city auctioneer with his “Pictures by the Old Masters” – all and every one protest each his own innocence, and warn you against the deceits of the rest. My inexperienced friend, take it for granted that they all tell the truth – about each other! and then transact your business to the best of your ability on your own judgment. Never fear but that you will get experience enough, and that you will pay well for it too; and towards the time when you shall no longer need earthly goods, you will begin to know how to buy.

Literature is one of the most interesting and significant expressions of humanity. Yet books are thickly peppered with humbug. “Travellers’ stories” have been the scoff of ages, from the “True Story” of witty old Lucian the Syrian down to the gorillarities – if I may coin a word – of the Frenchman Du Chaillu. Ireland’s counterfeited Shakspeare plays, Chatterton’s forged manuscripts, George Psalmanazar’s forged Formosan language, Jo Smith’s Mormon Bible, (it should be noted that this and the Koran sounded two strings of humbug together – the literary and the religious,) the more recent counterfeits of the notorious Greek Simonides – such literary humbugs as these are equal in presumption and in ingenuity too, to any of a merely business kind, though usually destitute of that sort of impiety which makes the great religious humbugs horrible as well as impudent.

Science is another important field of human effort. Science is the pursuit of pure truth, and the systematizing of it. In such an employment as that, one might reasonably hope to find all things done in honesty and sincerity. Not at all, my ardent and inquiring friends, there is a scientific humbug just as large as any other. We have all heard of the Moon Hoax. Do none of you remember the Hydrarchos Sillimannii, that awful Alabama snake? It was only a little while ago that a grave account appeared in a newspaper of a whole new business of compressing ice. Perpetual motion has been the dream of scientific visionaries, and a pretended but cheating realization of it has been exhibited by scamp after scamp. I understand that one is at this moment being invented over in Jersey City. I have purchased more than one “perpetual motion” myself. Many persons will remember Mr. Paine – “The Great Shot-at” as he was called, from his story that people were constantly trying to kill him – and his water-gas. There have been other water gases too, which were each going to show us how to set the North River on fire, but something or other has always broken down just at the wrong moment. Nobody seems to reflect, when these water gases come up, that if water could really be made to burn, the right conditions would surely have happened at some one of the thousands of city fires, and that the very stuff with which our stout firemen were extinguishing the flames, would have itself caught and exterminated the whole brave wet crowd!

Medicine is the means by which we poor feeble creatures try to keep from dying or aching. In a world so full of pain it would seem as if people could not be so foolish, or practitioners so knavish, as to sport with men’s and women’s and children’s lives by their professional humbugs. Yet there are many grave M. D.’s who, if there is nobody to hear, and if they speak their minds, will tell you plainly that the whole practice of medicine is in one sense a humbug. One of its features is certainly a humbug, though so innocent and even useful that it seems difficult to think of any objection to it. This is the practice of giving a placebo; that is, a bread pill or a dose of colored water, to keep the patient’s mind easy while imagination helps nature to perfect a cure. As for the quacks, patent medicines and universal remedies, I need only mention their names. Prince Hohenlohe, Valentine Greatrakes, John St. John Long, Doctor Graham and his wonderful bed, Mesmer and his tub, Perkins’ metallic tractors – these are half a dozen. Modern history knows of hundreds of such.

It would almost seem as if human delusions became more unreasoning and abject in proportion as their subject is of greater importance. A machine, a story, an animal skeleton, are not so very important. But the humbugs which have prevailed about that wondrous machine, the human body, its ailments and its cures, about the unspeakable mystery of human life, and still more about the far greater and more awful mysteries of the life beyond the grave, and the endless happiness and misery believed to exist there, the humbugs about these have been infinitely more absurd, more shocking, more unreasonable, more inhuman, more destructive.

I can only allude to whole sciences (falsely so called) which are unmingled humbugs from beginning to end. Such was Alchemy, such was Magic, such was and still is Astrology, and above all, Fortune-telling.

But there is a more thorough humbug than any of these enterprises or systems. The greatest humbug of all is the man who believes – or pretends to believe – that everything and everybody are humbugs. We sometimes meet a person who professes that there is no virtue; that every man has his price, and every woman hers; that any statement from anybody is just as likely to be false as true, and that the only way to decide which, is to consider whether truth or a lie was likely to have paid best in that particular case. Religion he thinks one of the smartest business dodges extant, a firstrate investment, and by all odds the most respectable disguise that a lying or swindling business man can wear. Honor he thinks is a sham. Honesty he considers a plausible word to flourish in the eyes of the greener portion of our race, as you would hold out a cabbage leaf to coax a donkey. What people want, he thinks, or says he thinks, is something good to eat, something good to drink, fine clothes, luxury, laziness, wealth. If you can imagine a hog’s mind in a man’s body – sensual, greedy, selfish, cruel, cunning, sly, coarse, yet stupid, short-sighted, unreasoning, unable to comprehend anything except what concerns the flesh, you have your man. He thinks himself philosophic and practical, a man of the world; he thinks to show knowledge and wisdom, penetration, deep acquaintance with men and things. Poor fellow! he has exposed his own nakedness. Instead of showing that others are rotten inside, he has proved that he is. He claims that it is not safe to believe others – it is perfectly safe to disbelieve him. He claims that every man will get the better of you if possible – let him alone! Selfishness, he says, is the universal rule – leave nothing to depend on his generosity or honor; trust him just as far as you can sling an elephant by the tail. A bad world, he sneers, full of deceit and nastiness – it is his own foul breath that he smells; only a thoroughly corrupt heart could suggest such vile thoughts. He sees only what suits him, as a turkey-buzzard spies only carrion, though amid the loveliest landscape. I pronounce him who thus virtually slanders his father and dishonors his mother and defiles the sanctities of home and the glory of patriotism and the merchant’s honor and the martyr’s grave and the saint’s crown – who does not even know that every sham shows that there is a reality, and that hypocrisy is the homage that vice pays to virtue – I pronounce him – no, I do not pronounce him a humbug, the word does not apply to him. He is a fool.

Looked at on one side, the history of humbug is truly humiliating to intellectual pride, yet the long silly story is less absurd during the later ages of history, and grows less and less so in proportion to the spread of real Christianity. This religion promotes good sense, actual knowledge, contentment with what we cannot help, and the exclusive use of intelligent means for increasing human happiness and decreasing human sorrow. And whenever the time shall come when men are kind and just and honest; when they only want what is fair and right, judge only on real and true evidence, and take nothing for granted, then there will be no place left for any humbugs, either harmless or hurtful.

CHAPTER II

DEFINITION OF THE WORD HUMBUG. – WARREN OF LONDON. – GENIN, THE HATTER. – GOSLING’S BLACKING

Upon a careful consideration of my undertaking to give an account of the “Humbugs of the World,” I find myself somewhat puzzled in regard to the true definition of that word. To be sure, Webster says that humbug, as a noun, is an “imposition under fair pretences;” and as a verb, it is “to deceive; to impose on.” With all due deference to Doctor Webster, I submit that, according to present usage, this is not the only, nor even the generally accepted definition of that term.

We will suppose, for instance, that a man with “fair pretences” applies to a wholesale merchant for credit on a large bill of goods. His “fair pretences” comprehend an assertion that he is a moral and religious man, a member of the church, a man of wealth, etc., etc. It turns out that he is not worth a dollar, but is a base, lying wretch, an impostor and a cheat. He is arrested and imprisoned “for obtaining property under false pretences” or, as Webster says, “fair pretences.” He is punished for his villainy. The public do not call him a “humbug;” they very properly term him a swindler.

A man, bearing the appearance of a gentleman in dress and manners, purchases property from you, and with “fair pretences” obtains your confidence. You find, when he has left, that he paid you with counterfeit bank-notes, or a forged draft. This man is justly called a “forger,” or “counterfeiter;” and if arrested, he is punished as such; but nobody thinks of calling him a “humbug.”

A respectable-looking man sits by your side in an omnibus or rail-car. He converses fluently, and is evidently a man of intelligence and reading. He attracts your attention by his “fair pretences.” Arriving at your journey’s end, you miss your watch and your pocket-book. Your fellow passenger proves to be the thief. Everybody calls him a “pickpocket,” and not withstanding his “fair pretences,” not a person in the community calls him a “humbug.”

Two actors appear as stars at two rival theatres. They are equally talented, equally pleasing. One advertises himself simply as a tragedian, under his proper name – the other boasts that he is a prince, and wears decorations presented by all the potentates of the world, including the “King of the Cannibal Islands.” He is correctly set down as a “humbug,” while this term is never applied to the other actor. But if the man who boasts of having received a foreign title is a miserable actor, and he gets up gift-enterprises and bogus entertainments, or pretends to devote the proceeds of his tragic efforts to some charitable object, without, in fact, doing so – he is then a humbug in Dr. Webster’s sense of that word, for he is an “impostor under fair pretences.”

Two physicians reside in one of our fashionable avenues. They were both educated in the best medical colleges; each has passed an examination, received his diploma, and been dubbed an M. D. They are equally skilled in the healing art. One rides quietly about the city in his gig or brougham, visiting his patients without noise or clamor – the other sallies out in his coach and four, preceded by a band of music, and his carriage and horses are covered with handbills and placards, announcing his “wonderful cures.” This man is properly called a quack and a humbug. Why? Not because he cheats or imposes upon the public, for he does not, but because, as generally understood, “humbug” consists in putting on glittering appearances – outside show – novel expedients, by which to suddenly arrest public attention, and attract the public eye and ear.

Clergymen, lawyers, or physicians, who should resort to such methods of attracting the public, would not, for obvious reasons, be apt to succeed. Bankers, insurance-agents, and others, who aspire to become the custodians of the money of their fellow-men, would require a different species of advertising from this; but there are various trades and occupations which need only notoriety to insure success, always provided that when customers are once attracted, they never fail to get their money’s worth. An honest man who thus arrests public attention will be called a “humbug,” but he is not a swindler or an impostor. If, however, after attracting crowds of customers by his unique displays, a man foolishly fails to give them a full equivalent for their money, they never patronize him a second time, but they very properly denounce him as a swindler, a cheat, an impostor; they do not, however, call him a “humbug.” He fails, not because he advertises his wares in an outre manner, but because, after attracting crowds of patrons, he stupidly and wickedly cheats them.

When the great blacking-maker of London dispatched his agent to Egypt to write on the pyramids of Ghiza, in huge letters, “Buy Warren’s Blacking, 30 Strand, London,” he was not “cheating” travelers upon the Nile. His blacking was really a superior article, and well worth the price charged for it, but he was “humbugging” the public by this queer way of arresting attention. It turned out just as he anticipated, that English travelers in that part of Egypt were indignant at this desecration, and they wrote back to the London Times (every Englishman writes or threatens to “write to the Times,” if anything goes wrong,) denouncing the “Goth” who had thus disfigured these ancient pyramids by writing on them in monstrous letters: “Buy Warren’s Blacking, 30 Strand, London.” The Times published these letters, and backed them up by several of those awful, grand and dictatorial editorials peculiar to the great “Thunderer,” in which the blacking-maker, “Warren, 30 Strand,” was stigmatized as a man who had no respect for the ancient patriarchs, and it was hinted that he would probably not hesitate to sell his blacking on the sarcophagus of Pharaoh, “or any other” – mummy, if he could only make money by it. In fact, to cap the climax, Warren was denounced as a “humbug.” These indignant articles were copied into all the Provincial journals, and very soon, in this manner, the columns of every newspaper in Great Britain were teeming with this advice: “Try Warren’s Blacking, 30 Strand, London.” The curiosity of the public was thus aroused, and they did “try” it, and finding it a superior article, they continued to purchase it and recommend it to their friends, and Warren made a fortune by it. He always attributed his success to his having “humbugged” the public by this unique method of advertising his blacking in Egypt! But Warren did not cheat his customers, nor practice “an imposition under fair pretences.” He was a humbug, but he was an honest upright man, and no one called him an impostor or a cheat.

When the tickets for Jenny Lind’s first concert in America were sold at auction, several business-men, aspiring to notoriety, “bid high” for the first ticket. It was finally knocked down to “Genin, the hatter,” for $225. The journals in Portland (Maine) and Houston (Texas,) and all other journals throughout the United States, between these two cities, which were connected with the telegraph, announced the fact in their columns the next morning. Probably two millions of readers read the announcement, and asked, “Who is Genin, the hatter?” Genin became famous in a day. Every man involuntarily examined his hat, to see if it was made by Genin; and an Iowa editor declared that one of his neighbors discovered the name of Genin in his old hat and immediately announced the fact to his neighbors in front of the Post Office. It was suggested that the old hat should be sold at auction. It was done then and there, and the Genin hat sold for fourteen dollars! Gentlemen from city and country rushed to Genin’s store to buy their hats, many of them willing to pay even an extra dollar, if necessary, provided they could get a glimpse of Genin himself. This singular freak put thousands of dollars into the pocket of “Genin, the hatter,” and yet I never heard it charged that he made poor hats, or that he would be guilty of an “imposition under fair pretences.” On the contrary, he is a gentleman of probity, and of the first respectability.

When the laying of the Atlantic Telegraph was nearly completed, I was in Liverpool. I offered the company one thousand pounds sterling ($5,000) for the privilege of sending the first twenty words over the cable to my Museum in New York – not that there was any intrinsic merit in the words, but that I fancied there was more than $5,000 worth of notoriety in the operation. But Queen Victoria and “Old Buck” were ahead of me. Their messages had the preference, and I was compelled to “take a back seat.”

By thus illustrating what I believe the public will concede to be the sense in which the word “humbug” is generally used and understood at the present time, in this country as well as in England, I do not propose that my letters on this subject shall be narrowed down to that definition of the word. On the contrary, I expect to treat of various fallacies, delusions, and deceptions in ancient and modern times, which, according to Webster’s definition, may be called “humbugs,” inasmuch as they were “impositions under fair pretences.”

In writing of modern humbugs, however, I shall sometimes have occasion to give the names of honest and respectable parties now living, and I felt it but just that the public should fully comprehend my doctrine, that a man may, by common usage, be termed a “humbug,” without by any means impeaching his integrity.

Speaking of “blacking-makers,” reminds me that one of the first sensationists in advertising whom I remember to have seen, was Mr. Leonard Gosling, known as “Monsieur Gosling, the great French blacking-maker.” He appeared in New York in 1830. He flashed like a meteor across the horizon; and before he had been in the city three months, nearly everybody had heard of “Gosling’s Blacking.” I well remember his magnificent “four in hand.” A splendid team of blood bays, with long black tails, was managed with such dexterity by Gosling himself, who was a great “whip,” that they almost seemed to fly. The carriage was emblazoned with the words “Gosling’s Blacking,” in large gold letters, and the whole turnout was so elaborately ornamented and bedizened that everybody stopped and gazed with wondering admiration. A bugle-player or a band of music always accompanied the great Gosling, and, of course, helped to attract the public attention to his establishment. At the turning of every street-corner your eyes rested upon “Gosling’s Blacking.” From every show-window gilded placards discoursed eloquently of the merits of “Gosling’s Blacking.” The newspapers teemed with poems written in its praise, and showers of pictorial handbills, illustrated almanacs, and tinseled souvenirs, all lauding the virtues of “Gosling’s Blacking,” smothered you at every point.

The celebrated originator of delineations, “Jim Crow Rice,” made his first appearance at Hamblin’s Bowery Theatre at about this time. The crowds which thronged there were so great that hundreds from the audience were frequently admitted upon the stage. In one of his scenes, Rice introduced a negro boot-blacking establishment. Gosling was too “wide awake” to let such an opportunity pass unimproved, and Rice was paid for singing an original black Gosling ditty, while a score of placards bearing the inscription, “Use Gosling’s Blacking,” were suspended at different points in this negro boot polishing hall. Everybody tried “Gosling’s Blacking;” and as it was a really good article, his sales in city and country soon became immense; Gosling made a fortune in seven years, and retired but, as with thousands before him, it was “easy come easy go.” He engaged in a lead-mining speculation, and it was generally understood that his fortune was, in a great measure, lost as rapidly as it was made.

Here let me digress, in order to observe that one of the most difficult things in life is for men to bear discreetly sudden prosperity. Unless considerable time and labor are devoted to earning money, it is not appreciated by its possessor; and, having no practical knowledge of the value of money, he generally gets rid of it with the same ease that marked its accumulation. Mr. Astor gave the experience of thousands when he said that he found more difficulty in earning and saving his first thousand dollars than in accumulating all the subsequent millions which finally made up his fortune. The very economy, perseverance, and discipline which he was obliged to practice, as he gained his money dollar by dollar, gave him a just appreciation of its value, and thus led him into those habits of industry, prudence, temperance, and untiring diligence so conducive and necessary to his future success.

Mr. Gosling, however, was not a man to be put down by a single financial reverse. He opened a store in Canajoharie, N. Y., which was burned, and on which there was no insurance. He came again to New York in 1839, and established a restaurant, where, by devoting the services of himself and several members of his family assiduously to the business, he soon reveled in his former prosperity, and snapped his fingers in glee at what unreflecting persons term “the freaks of Dame Fortune.” He is still living in New York, hale and hearty at the age of seventy. Although called a “French” blacking-maker, Mr. Gosling is in reality a Dutchman, having been born in the city of Amsterdam, Holland. He is the father of twenty-four children, twelve of whom are still living, to cheer him in his declining years, and to repay him in grateful attentions for the valuable lessons of prudence, integrity, and industry through the adoption of which they are honored as respectable and worthy members of society.