Lonely Hearts ads date back much further than most people realise, and constitute an enormously rich body of evidence about the qualities modern Britons have looked for in a husband or wife over the past three centuries. Each of the thousands of ads of this sort that have appeared in newspapers and magazines offers a glimpse through a window into the life of one ordinary person, a person who in all likelihood had never seen him or herself in print before and whose voice we very rarely hear. Here are a few of my favourites, taken from my book Shapely Ankle Preferr’d: a history of the Lonely Hearts ad, 1695-2010, which is published by Chatto & Windus.
A Young Man about 25 Years of Age, in a very good Trade, and whose Father will make him worth 1000l. would willingly embrace a suitable Match. He has been brought up a Dissenter, with his Parents, and is a sober Man.
(Collection for Improvement of Husbandry and Trade, 19 July 1695)
MATRIMONY. A Lady, about 25 years of age, who has been flattered with the idea of possessing an agreeable person, and who, without any flattery at all, is in the actual possession of an independent fortune, – solicits the attention of any young gentleman of birth, education, and personal consequence. The ill usage of her relations has obliged her to separate herself from them; and they, in revenge, not only employ their utmost malice to disturb her repose, but threaten prosecutions to deprive her of her fortune. Any such Gentleman, therefore, who will stand forth as her protector, to save her from the tyranny of her family on the one hand, and the impositions of lawyers on the other, shall be rewarded with the object he has protected and the fortune he has preserved. Letters addressed for Eleanora, at Mr. Materius’s, Charing-cross, will have due attention.
(The Times, 2 January 1788)
I, John Hobnall, am at this writing five and forty, a widower, and in want of a wife. I have a good cottage with a couple of acres of land, for which I pay £2 a year. I have five children, four of them old enough to be in employment, three sides of bacon, and some pigs ready for market. I should like to have a woman fit to take care of her house when I am out. A good sterling woman would be preferred, who would take care of the pigs.
(Blackwood, 1837)
The advertiser, who has been much abroad, has no relations, feels lonely, and possesses a good round sum for the matrimonial cash-box, wishes to find a single or widow lady in a similar position, having a wish to marry. As to personal attractions, an interview is best to satisfy. He is genteel, of studious habits, gentle temper, neat in dress, and fond of travelling. Not exact as to age. Would prefer a plain, neat lady, rather than a dashy person. Address to R. Daron, 193 Bishopsgate-street Without, London.
(News of the World, 1851)
Lena, the daughter of a professional gentleman, is between 30 and 40 years of age, not tall, dark hair, pleasant countenance, and possess a warm loving disposition, but owing to a trial early in life, has only now concluded it is best to marry, as she, like the ivy, requires some thing to cling to and fill up the void in her heart. Editor has Lena’s address.
(Matrimonial News, 10 September1870)
Francesca Beauman, 14th February 2011
'Shapely Ankle Preferr'd: a history of the Lonely Hearts ad, 1695-2010' by Francesca Beauman is published by Chatto & Windus