P. T. Barnum was considered the father of modern-day advertising, and one of the most famous showmen/managers of the freak show industry. In the United States he was a major figure in popularizing the entertainment. However, it was very common for Barnum's acts to be schemes and not altogether true. Barnum was fully aware of the improper ethics behind his business as he said, "I don't believe in duping the public, but I believe in first attracting and then pleasing them." During the 1840s Barnum began his museum, which had a constantly rotating acts schedule, which included The Fat Lady, midgets, giants, and other people deemed to be freaks. The museum drew in about 400,000 visitors a year.
P.T. Barnum’s American Museum was one of the most popular museums in New York City to exhibit freaks. In 1841 Barnum purchased The American Museum, which made freaks the major attraction, following mainstream America at the mid-19th century. Barnum was known to advertise aggressively and make up outlandish stories about his exhibits. The façade of the museum was decorated with bright banners showcasing his attractions and included a band that performed outside. Barnum’s American Museum also offered multiple attractions that not only entertained but tried to educate and uplift its working-class visitors. Barnum offered one ticket that guaranteed admission to his lectures, theatrical performances, an animal menagerie, and a glimpse at curiosities both living and dead.
One of Barnum's exhibits centered around Charles Stratton, the dwarf "General Tom Thumb" who was then 4 years of age but was stated to be 11. Charles had stopped growing after the first 6 months of his life, at which point he was 25 inches (64 cm) tall and weighed 15 pounds (6.8 kg). With heavy coaching and natural talent, the boy was taught to imitate people from Hercules to Napoleon. By 5, he was drinking wine, and by 7 smoking cigars for the public's amusement. During 1844–45, Barnum toured with Tom Thumb in Europe and met Queen Victoria, who was amused and saddened by the little man, and the event was a publicity coup. Barnum paid Stratton handsomely - about $150.00 a week. When Stratton retired, he lived in the most esteemed neighborhood of New York, he owned a yacht, and dressed in the nicest clothing he could buy.
In 1860, The American Museum had listed and archived thirteen human curiosities in the museum, including an albino family, The Living Aztecs, three dwarfs, a black mother with two albino children, The Swiss Bearded Lady, The Highland Fat Boys, and What Is It? (Henry Johnson, a mentally disabled black man). Barnum introduced the "man-monkey" William Henry Johnson, a microcephalic black dwarf who spoke a mysterious language created by Barnum. In 1862, he discovered the giantess Anna Swan and Commodore Nutt, a new Tom Thumb, with whom Barnum visited President Abraham Lincoln at the White House. During the Civil War, Barnum's museum drew large audiences seeking diversion from the conflict.
Barnum's most popular and highest grossing act was the Tattooed Man, George Contentenus. He claimed to be a Greek-Albanian prince raised in a Turkish harem. He had 338 tattoos covering his body. Each one was ornate and told a story. His story was that he was on a military expedition but was captured by native people, who gave him the choice of either being chopped up into little pieces or receive full body tattoos. This process supposedly took three months and Contentenus was the only hostage who survived. He produced a 23-page book, which detailed every aspect of his experience and drew a large crowd. When Contentenus partnered with Barnum, he began to earn more than $1,000 a week. His wealth became so staggering that the New York Times wrote, "He wears very handsome diamond rings and other jewelry, valued altogether at about $3,000 [$71,500 in 2014 dollars] and usually goes armed to protect himself from persons who might attempt to rob him." Though Contentenus was very fortunate, other freaks were not. Upon his death in 1891, he donated about half of his life earnings to other freaks who did not make as much money as he did.
One of Barnum's most famous hoaxes was early in his career. He hired a blind and paralyzed former slave for $1,000. He claimed this woman was 160 years old, but she was actually only 80 years old. This lie helped Barnum make a weekly profit of nearly $1,000. This hoax was one of the first, but one of the more convincing.
Barnum retired in 1865 when his museum burnt to the ground.[16] Though Barnum was and still is criticized for exploitation, he paid the performers fairly handsome sums of money. Some of the acts made the equivalent of what some sport stars make today.
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