Slave Advertisment in Equiano
A slave advertisement from The New York Public Library Digital Collections reads:
“To be sold on board the Ship Blance Ylard on tuefday the 6th of May next, at Afhley-
Ferry; a choice cargo of about 250 fine healthy NEGROS, just arrived from the
Windward & Rice Coaft. —-The utmoft care has already been taken, and shall be
continued, to keep them free from the leaft danger of being infected with SMALL-POX,
no boat having been on board, and all other communication with people from Charles-
Town prevented. Auftin, Laurens & Applebys.” (sic). The slave advertisement gives the
reader the idea that this is provided to a newpapers out in Charles-Town, which sounds
like Charleston. The viewer is not clear who composed this advertisment, however, the
language behind this advertisement clearly describes that healthy black people coming
from Windward & Rice Coaft are in fact physically healthy and free of small-pox. If a
masters is in need of a slave to do work such as maid, cotton picking etc. The
advertisement is being promoted by white slave traders, nonetheless which clearly
obvious, as a way to give the slaveholders a greater chances of having healthy people
do all the field work without getting sick. The sign also indicates as they were boarded
on the ship the majority of them were made sure they received the minimum vaccination
in order to prevent disease from Africa traveling to the United States or England. At the
bottom of the advertisement, it carries out a safe “warning”. None of the black people on
the board have been infected by any disease whatsoever, and were likely given a
vaccination before being boarded to the ships. The advertisement reveals that its
audience has no knowledge of these peoples’ families, lives or history, and therefore,
the reader can make the assumption that this advertisement objectifies
and dehumanizes the people it describes. They are describe more as livestock instead
of animals due to the sign indicating they are in perfect condition to work depending on
what the master tells them.
What other contextual elements would be needed in order to analyze this
advertisement further? The condition of the slaves indicates the majority are physically
in-shape and free of disease , whereas they are available to work. The slaveowners are
also responsible for there slaves physical condition as read “ The utmoft care has
already been taken, and shall be continued, to keep them free from the leaft danger of
being infected with SMALL-POX”. And lastly, slave owners are told the slaves do not
know the English language well so they are prevented from having outside
communications from anyone in Charles-Town.
Olaudah Equiano, who wrote The Interesting Narrative of the Life of Olaudah
Equiano, Or Gustavus Vassa, first published in 1789 was born in the Eboe province of
Africa. While he was a young child, his sister and himself were seize by kidnappers and
sold off to slave traders. The ship was not a place to get comfortable, you are assigned
a bunker to lay in while chained awaiting arrival. Equiano states, “We did not know what
to think of this; but as the vessel drew nearer we plainly saw the harbour, and other
ships different kinds and sizes: and we soon anchored amongst them off Bridge Town.
Many merchants and planters now came on board thought it was in the evening.” (60)
More than one ship arrived to the land of Africa sending off its’ merchants to go “hunt”
down Africans to auction or sell newly found slaves to the superior. Equiano’s emphasis
on the size of the ships and their capacity for slaves serves to highlight how great of an
impact the slave trade had on the African populations. And as for the merchants, they
held it in there power to make wise choices, but chose a negative trait which involved
attempting to taunt the slaves in exchange for a physical altercation even violating the
women (who also had children).
Equiano had no other choice but to imagine being given another fate which included
being left for dead instead of shipped off to slavery. Other times he heard bitter cries of
the other slaves who fear each day for there safety that was haunting them. Equaino
stated, “We thought by this we should be eaten by these ugly men, as they appeared to
us; and, when soon after we were all put down down under the deck again, there was
much dread and trembling among us and nothing but bitter cries to be heard all the
night from these apprehensions, insomuch that at last the white people got old slaves
from the land to pacify us.” (60) Because slaves were not expected to understand the
English language or written word, the audience for this advertisement was likely white
slave owners. Similarly, in Olaudah Equiano’s The Interesting Narrative, we can also
see how Equaino emphasizes the cruel objectification of slaves, particularly during the
Middle Passage. The majority also had women slaves on board expecting to give birth
while on a ship with the bottom of the bow constantly shaken. Women would cried all of
the night as the white people would come out of the blue to violate the women. This
even included throwing the babies into the water without consideration.
The advertisement even permits taking the rights of a slave away which also includes
capturing them from their own homeland. Equiano questions, “Is it not enough that we
are torn from our country and friends to toil for your luxury and lust of gain? Must every
tender feeling be likewise sacrificed to your avarice? Are the dearest friends and
relations, now rendered more dear by their separation from their kindred, still to be
parted from each other, and thus prevented from cheering the gloom of slavery with the
small comfort of being together and mingling their sufferings and sorrows?” (61). This
sign indicates to the slave owners they will make a quick buck of the work being done
for them. Because slaves were taken away from Africa divided them from there friends
and family, the audience is aware that the slaves were aware that the white man is
making a quick buck on off them without being considerate of the fact they tarnished
there life. No matter how much slaves are likely to suffer suffer, slave owners will
constantly receive unearned praise living off on the pain and suffering of slaves. They
are not worry about the dangers of the slaves as long as it meant to do there work
without even being paid to do so.
The advertisement of shipping off slaves to the mainland (America or United
Kingdom) sent out a message that anyone looking for slaves was in luck as they were
clean and healthy. This advertisement caused many downfalls for black people such as
being captured and distant from their love ones, the possibly raping of women which
occur on the boat, and the selfish use of slaves for wealth and greed. The audience
acknowledges what the sign and the reading of the story describe its’ targets whereas it
was dehumanizing.
Work Cited
Equiano, Olaudah. The Interesting Narrative and Other Writings, edited by Vincent Carretta, Penguin, 2003.
To be sold, on board the ship Bance Island, … negroes, just arrived from the Windward & Rice Coast by Austin, Laurens & Appleby. 1940-1960
