Sandwich

Sandwich (pronounced sand-wich or san-wich)

(1) Two or more slices of bread or the like with a layer of meat, fish, cheese etc between each pair.

(2) A type of cake with noticeably distinct horizontal layers. 

(3) To insert something between two other things (used figuratively also of ideas, concepts, historic events etc).

(4) In engineering or construction, a technique of assembly in which materials (which need not be flat) are joined in two or more layers.

(5) To eat one or more sandwiches (archaic except in literary or poetic use).

1762: Named after John Montagu (1718-1792), fourth of Earl Sandwich, a bit of a cad and gambler who, during marathon sessions at the tables, would eat slices of cold meat between bread rather than rise for a meal and thus "miss a bet".  However, the earl’s biographer suggested his subject was a serious chap, committed to the navy, politics and the arts and the sandwiches were actually eaten at his desk at the Admiralty but the legend is much preferred.  It was in his honor Captain James Cook (1728-1779) named the Hawaiian Sandwich islands in 1778 when Montagu was First Lord of the Admiralty (then the UK's minister for the Royal Navy).  The family name is from the place in Kent which in the Old English was Sandwicæ (sandy harbor; trading center).  In structural linguistics, a "sandwich" word is one in which two or more syllables have been split (al la slices of bread) and filled with another word.  Use of the technique is common and exemplified by an opinion such as: "Fox News is just Murdoch propafuckinganda".  The term was coined by US lexicographer Dr Harold Wentworth (1904-1965).  A "sandwichery" is a place where sandwiches are sold and the noun sandwichness (the state or quality of being a sandwich) seems only ever used as jocular term food reviews.  Sandwich, sandwichness & sandwichery are nouns, verb & adjective, sandwiched is a verb and sandwichlike, sandwichy & sandwichless are adjectives; the noun plural is sandwiches (the always rare sandwichs probably now extinct).

There are a least dozens and likely more than a hundred recorded descriptions of sandwiches with names drawn variously from the fillings, type of bread, method of preparation, (alleged) regional origin or occasion when served but the word has also appeared in idiomatic use including: “nothing sandwich” (a sandwich with a bland taste (used also figuratively as a synonym of “nothingburger” to suggest something is of less significance than its appearance or treatment accorded deserves)); “soup sandwich” (something or someone thought disorganized, incompetent, fundamentally flawed or unfinished; “air sandwich” (a sandwich consisting only of bread and a sauce or spread, but no filling (in figurative use a strategy that has high-level direction and low-level administrative support but in operation is close to inert); “Elvis sandwich” (a sandwich made peanut butter, sliced or mashed banana, and sometimes bacon on toasted bread, based on the fondness the singer Elvis Presley (1935-1977) had for the concoction (a banana smeared with peanut butter was reputedly a favourite snack of Bill Clinton (b 1946; POTUS 1993-2001)); “shit sandwich” (something highly undesirable that is rendered more acceptable or palatable by the addition of more tolerable or agreeable components); “tavern sandwich” a sandwich consisting of unseasoned ground beef and sautéed onions in a bun); “barley sandwich” (a glass of beer (synonymous with “liquid lunch”); “lead sandwich” (a method of suicide in which a shotgun is placed in the mouth and discharged  (100% success rate as might be expected)) and “prawn (shrimp) sandwich brigade” (those who attend sporting event to socialize and enjoy the hospitality in corporate hospitality boxes rather than having any interest in the event).  In physics a “nanosandwich” is a nanoscale structure consisting of a dielectric layer between two discs and in chemistry a “sandwich compound” is any compound in which a metal atom is located between the faces of two planes of atoms, especially between two rings.   

Sandwich is a town in Barnstable County, Massachusetts, its population 20,675 at the last census; the oldest town on Cape Cod, in 2014, Sandwich turned 375 years old.  Sandwich has a police department: They are the Sandwich Police.

The Sandwich Police cruiser is a second generation (1998-2011) Ford Crown Victoria (1992-2011), built on the corporation's "Panther" platform (1978-2011).  When Ford ceased production of the Crown Victoria, it was the last of the old-style (BoF (body-on-frame), V8, RWD (rear wheel drive)), full-sized cars that were the backbone of the US industry for much of the first four post-war decades.  Although by the 1990s judged archaic by the US motoring press (and some international journalists who drove them in 2009 expressed amazement such a thing was still made), the demise of the Crown Victoria was a matter of regret for US police departments and many other fleet operators (notably rental car companies) because the CV's combination of virtues (robust, reliable, spacious, low TCO (total cost of ownership)) made them ideally suited for "heavy duty use" and in fleets, even today, some remain faithfully in service.  In truth, if driven within it's limitations, a CV (or the companion Mercury Grand Marquis) could be a satisfying experience for what it lacked in refinement it compensated for in other ways and for those who yearn still for the way things used to be done, the more desirable of the CVs can be a good choice.

More sandwich police: A police officer at the Ingham Subway in Queensland, Australia preparing a sub, an event held by Subway Australia on 2 November, 2018 to mark World Sandwich Day.  On the day, 329,814 sandwiches were assembled for needy families.

There is doubt whether the sandwich became so-named as early as 1762 because the first documented account of the earl’s culinary innovation was written in 1770 but it certainly caught on.  The sandwich board, the two-sided mobile advertising carried on the shoulders was first so-described in 1864 and someone employed to "wear" the device was sandwichman (a word now probably extinct although sandwich boards still occasionally are seen, carried presumably by sandwichpersons).  The Wall Street Journal once described the sandwich as "Britain's biggest contribution to gastronomy" but, given the parlous reputation of the rest of their pre-modern cuisine, the WSJ may have been damning with faint praise.  Regardless, while Lord Sandwich may have lent his name, the historical record suggests sandwiches have been eaten since bread was first baked, pre-dating the earl by thousands of years.

In 2022, with Lindsay Lohan on location in Ireland for the shooting of the Netflix film Irish Wish (2024), Westport Café The Creel created a sandwich to honor the famous visitor.  The Lindsay LoHam included 'nduja sausage, Monterey Jack cheese, mixed grated cheddar, caramelized onions and, naturally enough given the name, ham.  Irish Wish remains available to stream but the Lindsay LoHam enjoyed only a limited release.

By convention, when more than two slices of bread are used it becomes a "club sandwich" and it's now not uncommon for filled bread rolls, pita, flatbreads, etc also to be sold as sandwiches.  When the filling is spread atop a single slice of bread, it can be called an "open sandwich" which (historically) is oxymoronic but in commerce the term is well-established; dating from the 1920s, these first appeared on menus as "open face sandwich" but the term was soon clipped.  Over millennia, there must have been countless inventions and re-inventions of variants of the sandwich and the innovations have been linguistic as well as culinary, one noted concoction the muffuletta, a thick, round sandwich, typically containing ham, salami, and cheeses and topped with an olive salad, a specialty of New Orleans; it seems first to have been served in the late 1960s, the name from the Sicilian dialect, from the Italian muffoletta (a round hollow-centered loaf of bread), from muffola (mitten), from the French moufle.  In New Orleans, among the muffuletta cognoscenti, there is a heated faction and a room-temperature faction.  Another delicacy is the fried brain sandwich which, although now associated with things south of the Mason-Dixon line, was apparently first offered in St Louis, Missouri.  Self-explanatory, it's made with thinly sliced fried slabs of calf’s brain on white toast; to some a genuine delicacy, to others it'd be an acquired taste.  Etymologists note that confusingly, in the US, some restaurants (said to be most often those “specializing in barbecue”) use “sandwich” in its adjectival sense when serving a meal that is smaller than either lunch or dinner yet not so modest to be thought “a snack”.  These offerings do not imply that of necessity what’s served will be in the form of “a sandwich” although some may be, the point being what’s on the menu is “something smaller than what appears on the lunch and dinner menus”.

Quintessential Grilled Cheese: The ultimate cheese toastie.

In 2017, Guinness World Records officially recognized the “Quintessential Grilled Cheese” on the menu at New York City’s Serendipity 3 as the planet’s most expensive commercially available sandwich.  Then listed at US$214, it was made with Dom Perignon champagne-infused French Pullman bread, 23-karat edible gold, a rare Italian cheese and grass-fed white truffle butter.  Served on a Baccarat crystal plate with a bowl of South African lobster tail tomato bisque, the restaurant required customers to order 48-hour in advance.  Obviously not a typical cheese toastie, the core ingredient was Caciocavallo Podolico, an extremely rare Italian cheese made from the milk of a mere 25,000-odd cows grazing on fennel, licorice, and wild strawberries; accounting for some of the sandwich’s high price, the beasts lactate only for a few weeks over May-June.  The luxury toastie still appears on Serendipity 3's menu (along with the “World's most expensive fries” but interestingly, the restaurant have not advised any increase in the price, despite recent inflation and the spike in the gold price.  Given it need to be ordered in advance, presumably it's now on a PoA (price on application) basis.  Still, renowned also for its Frrrozen Hot Chocolate (there’s a $25,000 “Haute” version of that which must be remarkable), Serendipity 3 does sound the ideal place for a first date although it would raise expectations and one should choose the place only if one has the disposable income for regular return visits.  The Quintessential Grilled Cheese deserves at least a footnote in economics textbooks because a cheese toastie at that price is one of the industry's most literal instances of “conspicuous consumption” and its qualities may also be Veblen in that should Serendipity 3 note a slowing in sales, demand might be stimulated by raising the price, the point about Veblen goods being their behavior moving in the opposite direction on the classic PED (Price Elasticity of Demand) curve.    

Lindsay Lohan next to pink ice cream truck, Salt Lake City, Utah, 2021.

In 2021, RadarOnline (a pop culture aggregation handler published by RMG (Radar Media Group)) reported that while on-location in Salt Lake City, Utah for the shooting of the Netflix movie Falling for Christmas (2022), Lindsay Lohan bought ice cream sandwiches for the film crew.  Ice cream is in Utah a popular commodity because of what's laid down in the Word of Wisdom, (a kind of etiquette guide cum rulebook) for members of The Church of Jesus Christ of Latter-day Saints (the Mormons).  The Word of Wisdom is properly styled the Doctrine and Covenants (the D&C (1835)) and is the Mormon scriptural canon, section 89 containing the dietary rules proscribing, inter-alia, the consumption of alcohol, tobacco and hot drinks (ie tea & coffee).  Noted Mormon Mitt Romney (b 1947; Republican nominee in the 2012 US presidential election, US senator (Republican-Utah) 2019-2025) usually looks so miserable not only because of what has become of the Republican Party but because the D&C's index of the forbidden denies him the simple indulgence of a cup of coffee.  The rules also explain why manufacturers of chocolate, candy & soda have long found the Mormons of Utah a receptive and lucrative market; other than the joyful singing of hymns, the sugary treats are among their few orally enjoyed pleasures.  In Utah, as well as ice cream sandwiches, there's a ready market too for “dirty sodas”; Mormons aren’t allowed to do anything “dirty” (though it's rumored some do) and a dirty soda (a soda flavored with “spikes” of cream, milk, fruit purees or syrups) is about as close to sinfulness as a reading of the D&C would seem to permit.  Mormans sometimes team an ice cream sandwich with their dirty soda and for those who want more, ice cream cakes are also a big seller.  

Replacing humans with mechanical devices has a long history: Automated dystrybutor piwa i kanapek (beer and sandwich dispenser), Kraków, Poland.  It was installed in May 1931.

In the mid 1950s when English in the US was more regionalized than it would become, in New York City a sandwich typically was sold as a “hero” while in other parts it might be a grinder (based on the ground meat often used as the base of the filling) or a submarine (based on the use of a long, tubular bread roll, the use carried-over when other types of bread were used).  The “poor boy” was a description from New Orleans of uncertain origin but presumed related to the idea of a sandwich being a “cheap meal” to take-away while richer folks sat in the diner and ate off a plate.  Most intriguing was the “hoagie” which definitely emerged in the Pennsylvanian city of Philadelphia though the history is disputed.  One explanation is the original was a “big sandwich” in the form a filled split-roll (al la those served by the modern Subway chain) and thus resembling in shape a large cigar, the linguistic link claimed to be with “stogie”, a common slang term for a cigar, the construct thought to be stoga + -ie, the first element derived from the Conestoga Cigar Company which in the 1880s was one of the first Pennsylvanian cigar factories.  The connection sounds plausible but is undocumented.  The professionals seem unconvinced by the alternative suggestions: (1) a folk-etymology alteration of the Greek gyro (a back-formation from the plural gyros, from the Ancient Greek γύρος (gýros) (from the turning of the meat on a spit) or (2) some connection with the US popular musician Hoagland “Hoagy” Carmichael (1899-1981).  The Greek link is undocumented and thought “vague” and although as a songwriter Hoagy Carmichael enjoyed success as early as the late 1920s, his fame as a performer wasn’t established until a decade later and in Philadelphia the sandwiches were being sold as “hoggies” as early as 1935, thus the conclusion his later celebrity status might have influenced a change in the spelling, “Hoagies” on sale by 1945.  It is of course possible the original “hoggie” was derived from “hog” on the basis of at least some of the sandwiches being “pork rolls” but of this there’s no evidence.  As a footnote, although rarely seen without a cigarette, Mr Carmichael seems not to have been a cigar smoker.

1959 Lotus Elite S1.

The Lotus Elite (Type 14) was produced in two series (S1, 1957-1960; S2, 1960-1963) and was a rolling catalogue of innovation and clever re-purposing of off-the-shelf parts.  One of its most distinctive features was borrowed from aviation: the stressed-skin fibreglass monocoque construction which obviated entirely the need for a chassis or space-frame, the body an integrated, load-bearing structure created using the “sandwich technique”.  The only substantial steel components were a sub-frame supporting the engine and front suspension and a hoop to which was attached the windscreen, door hinges and jacking points.  The company’s philosophy was “simplify, then add lightness” while lent the Elite some delightful characteristics but even had all components been produced in accordance with the specification, many parts of the structure were so close to the point of failure that some revisions to the design would anyway have been necessary but the early cars were far from perfect.  The contact for the fabrication of the bodies had been won by a boat-builder, then one of the few companies with much experience in molding fibreglass.

Club sandwich: The Elite's triple-layer monocoque.

However, the Elite was a more complex design than a boat hull and fibreglass was still a novel material, even Chevrolet in the United States, with access to the financial and engineering resources of General Motors, found early in the production of the Corvette there were lessons still to be learned.  Unlike many boats which used a single or double-layer method, the Elite’s body consisted of three stressed-fiberglass layers (thus in industry jargon a “club sandwich”) which, when joined in a monocoque, created the bulkheads and eight torsion boxes gave the structure its strength and stiffness although the success was something of a surprise.  The designer, working in the pre-CAD (computed-aided design) era and with no experience of the behavior of fibreglass, had doubted the material would be strong enough so had the first prototype built with some steel and aluminum plates sandwiched between the layers with mounting brackets bonded in points at the rear to support the suspension and differential mountings.  In subsequent tests, these proved unnecessary but so poorly molded were many of the layers that structural failures became common, the resin porings of inconsistent thickness creating weaknesses at critical points, suspension struts and differentials known to punch themselves loose from mountings or even tear away chunks of the supposedly supporting fibreglass.

Le Mans 24 Hour, June 1959:  Lotus Elite #41 leads Ferrari 250TR #14. The Ferrari (DNF) retired after overheating, the Elite finishing eighth overall, winning the 1.5 litre GT class.

Needing an operation more acquainted with the tight tolerances demanded in precision engineering, after finishing some Elites, Lotus switched suppliers, the molding contract granted to the Bristol Aeroplane Company. This transformed quality control and the remaining 750-odd Elites carried an S2 designation, the early cars retrospectively (but unofficially) dubbed S1.  Even so, despite the improved, lighter and stiffer shell, it would be another generation before the structural implications of fibreglass would fully be understood and the flaws inherent in the design remained, suspension attachment points sometimes still prone to detachment, Lotus content to the extent it now happened only under extreme loading rather than habitually.  The combination of light-weight, a surprisingly powerful engine and a degree of aerodynamic efficiency which few for decades would match delivered a package with a then unrivalled combination of performance and economy.  On the road, point-to-point, it was able to maintain high average speeds under most conditions and only in then unusual places like the German Autobahns with their unlimited speeds could heavier, more powerful machines assert their advantage.  On the circuits, it enjoyed an illustrious career, notable especially for success in long-distance events at the Nürburgring and Le Mans.  The frugal fuel consumption was an important factor too, as well as claiming five class trophies in the Le Mans 24 hour race, the Elite twice won the mysterious Indice de performance (an index of thermal efficiency), a curious piece of mathematics actually designed to ensure, regardless of other results, a French car always would win a trophy for something.

Charlotte Brontë (1816–1855).

Elizabeth Gaskell's (1810–1865) 1857 biography (a very Victorian work) long loomed over the memory of Charlotte Brontë because it portrayed the author of the deliciously depraved eponymous protagonist in Jane Eyre (1847) as the doomed, saint-like victim of the circumstances which crushed her and the consumption which stalked her.  The old curmudgeon G.K. Chesterton (1874–1936) reckoned that while a good biography told one much about the subject, a bad one revealed all one needed to know about the author.  Gaskell’s crafted miserabilia of course created a legend of its own, a kind of death cult for those for whom victimhood isn’t quite enough so Charlotte Brontë has long been on the emo reading list (a very specific sub-set of the canon).  However, whatever might have been the tone of reviews penned by those critics who found little to admire in works by women, even jaded types like literary editors were captivated by her words, George Smith (1865-1932) who worked for the publishing house Smith, Elder & Co at Cornhill noting in his diary: “After breakfast on Sunday morning I took the manuscript of Jane Eyre to my little study, and began to read it.  The story took me captive.  When the servant came to tell me that luncheon was ready I asked him to brim me a sandwich and a glass of wine, and still went on with Jane Eyre.  Dinner came; for me the meal was a very hasty one; and before I went to bed that night I had finished reading the manuscript.”  She deserved better than the gloomy impression left by Elizabeth Gaskell and history has been kind although even George Smith who admired her thought he discerned what she really wanted from life, writing in The Critic in 1901: "I believe she would have given all her genius and all her fame to be beautiful.  Perhaps few women ever existed more anxious to be pretty than she, and more angrily conscious of the circumstance that she was not pretty."  That was perhaps toxic masculinity as expressed by the literary middle class but Anthony Trollope (1815-1882) focused just on the work, writing in his Autobiography (1883): "I venture to predict that Jane Eyre will be read among English novels when many whose names are now better known shall be forgotten."  

Of the fourth Earl of Sandwich who got a bit of fun out of life

Portrait of John Montagu, fourth Earl of Sandwich (1783) by Thomas Gainsborough (circa 1727-1788), National Maritime Museum, Greenwich.

John Montagu was one of the more interesting chaps to sit in the House of Lords.  Rich and well-connected, he was a libertine in the milieu of the aristocratic swagger of the eighteenth century, his country house described by a contemporary as “the scene of our youthful debaucheries, the retreat of your hoary licentiousness.”  There’s never been any suggestion Sandwich was in his self-indulgence any more depraved than many of his companions but certainly, he fitted-in.

In his lifetime, the earl’s fame came not from the eponymous snack but his long affair with Miss Martha Ray (1746-1779), a most becoming and talented young singer.  It’s never been known when first they made friends but she lived with him as his mistress from the age of seventeen (he was then forty-five), the relationship producing nine children.  The concubinage of Miss Ray he  enjoyed while his wife was suffering from mental illness and while it’s not recorded if her condition was triggered by her husband’s ways, given he conducted an affair also with his sister-in-law, there must be some suspicion.

Montagu's behavior attracted the interest of many, including John Wilkes, a prominent satirist who wrote a number of pieces critical of the earl’s politics and ridiculing his (not so) private life.  Montagu’s revenge was swift.  Wilkes didn’t write only publicly-published satire, he also had a small circle of socially elite subscribers to his other literary output.  That was pornography, and the earl was a subscriber.  To discredit Wilkes, Lord Sandwich rose in the House of Lords and read extracts from Wilkes’ The Essay on Women which he prefaced by telling their lordships “…it was so full of filthy langue (sic) as well as the most horrid blasphemies”.  The earl did not exaggerate and even today the words would shock and appall their lordships although, it must be admitted, it's always been a place where members easily are appalled (or at least affect to be).  The vengeance backfired, the Lords ruling his speech a breach of procedure which sounds a mild rebuke but in that place was a damning censure.  It also provoked Wilkes who responded with tales of Sandwich’s “debauchery, miserliness and lack of good faith” and a biography published in the 1760s labelled him “an arsonist and thief”.  His reputation never recovered although, when masticating a sandwich, we all still should remember him and be glad.

Portrait of Martha Ray (in pussy bow) by Nathaniel Dance-Holland  (1735–1811).

Miss Ray’s end was sadder still.  Lord Sandwich granted her a generous allowance and obtained a flat in Westminster so she had somewhere to live during those times when, for whatever reason, she couldn’t stay in his house.  He also introduced her to a young soldier, James Hackman (circa 1752-1779) who became obsessed with her and soon turned into what would now be called a stalker.  In 1779, Hackman resigned his commission to join the church and it seems he and Ms Ray may have had a brief liaison but she declined his offers of marriage, apparently because she thought his social status and financial means inadequate to keep he in the style to which she'd become accustomed.  Not handling rejection well, Hackman remained infatuated, became obsessively jealous and renewed the pursuit.  One evening in April 1779, after following her to the Royal Opera House at Covent Garden, he shot her dead, apparently under the impression she had taken another lover, which may or may not have been true.  Immediately after the murder, Hackman attempted suicide but succeeded only in wounding himself and was arrested.  Two days after she was buried, the Reverend Hackman was sentenced to be hanged and within the week he died on the Tyburn gallows in a public execution before “a large crowd”.

Pamphlet

Pamphlet (pronounced pam-flit)

(1) A complete publication, of undefined length with fewer pages than the shortest books (typically, 10-40 pages) and usually stitched or stapled with a paper or soft-cardboard cover (although the very early pamphlets tended to be unbound).

(2) A short treatise or essay, generally a controversial tract on some subject of contemporary interest, historically most associated with a political position.

(3) A kind of precursor newspaper containing literary compositions, advertisements and news (archaic).

(4) A brief handwritten work (obsolete) except in some university clubs and societies.

(5) To print (always rare and now obsolete) or distribute pamphlets (obsolete).

1375–1425: From the late Middle English pamphlet & pamphilet, from the earlier pamflet (brief written text; poem, tract, small book), from the Middle French pamphilet (influenced by the Anglo-Latin pamfletus, panfletus & paunflettus (short written text), a syncopated variant of Pamphiletus, diminutive of the twelfth century Medieval Latin Pamphilus, the short form of Pamphilus, seu de Amore (about love), a brief Latin erotic poem (Pamphilus the protagonist) that was popular and widely copied in the Middle Ages (it inspired also a number of comedies for the stage).  The name came from the Ancient Greek Πάμφιλος (Pámphilos), literally “beloved by all”), the construct being pan- (all) + philos (loving, dear).  Because the poems and dramatic works were issued in the short, easily carried format ideally suited to political or other statements, the widely circulated pamphlets lent their name to the whole phenomenon which, as a form of distribution can be imagined as the tweets or TikTok clips of their time.

The meaning once so associated with the word (brief work dealing with questions of current interest; short treatise or essay, generally controversial, on some topical subject) dates from the late sixteenth century, a time when for social and technological reasons, such publications became suddenly popular.  The noun pamphleteer (a writer of pamphlets) emerged in the 1640s and was applied even to activists who merely supported what was advocated, regardless of their involvement in distribution.  From that noun, by the 1690s, came the verb, used in the sense of “to write and issue pamphlets”.  The spellings pamphlette & pamphleter are functionally extinct.  The word pamphlet was adopted unchanged in French, German and Italian while in Spanish the form was Spanish: panfleto and in Portuguese panfleto.  Pamphlet, pamphleteering & pamphleteer are nouns & verbs, pamphletry & pamphleting are nouns, verb & adjective, pamphletful & pamphletism are nouns, pamphleteered & pamphletize, pamphletizes & pamphletizing are verbs, pamphletary & pamphletic are adjectives and pamphletwise is an adverb; the noun plural is pamphlets (pamphleteers has become rare since the predominant meaning shift from polemics to information although some political scientists are fond).

Areopagitica; A speech of Mr. John Milton for the Liberty of Unlicenc'd Printing, to the Parlament of England (1644).  A slim work of 30 pages, long titles were then a thing for pamphlets.  Areopagitica (the title references both the democratic traditions of Ancient Greece and the words of Saint Paul in the New Testaments Book of Acts (17:18-34)) was written in prose and was one of the more influential pamphlets extolling the virtues of the principle of freedom of speech and expression.

The pamphlet was the platform of choice for many writers noted for the vigor of their religious or political views including Sir Thomas More (1478–1535), William Tyndale (circa 1494–1536), Gerrard Winstanley (circa 1609–1676), John Milton (1608–1674), Daniel Defoe (circa 1660–1731), Thomas Dekker (circa 1572–1632), Jonathan Swift (1667–1745), Percy Bysshe Shelley (1792–1822), and the many nineteenth century Chartists.  In this form, it was in England the pamphlet first flourished because unlike in much of Europe, censorship by the state was less restrictive and the power of the churches diminished.  Still, authors did need to be careful and after making the mistake of travelling to Europe where priests still held sway, Tyndale was convicted of heresy and strangled while tied to the stake, actually a merciful act because his body was burned only after death.  In France, the turbulent years of revolutions, empire and wars (1789-1848) were also the “pamphlet decades”, the streets a “battleground of ideas” as well as barricades and bayonets.

The Federalist Papers (Signet Classics edition, 2003) with an introduction, textual notes and a select bibliography by US political scientist Charles R. Kesler (b 1956); since 1788, the book has never been out-of-print.  As well as the obvious importance as a historic document, the contents are of interest if contrasted in content and breadth of ambition with current political discourse.

Among the most famous pamphlets are a few dozen which are remembered not in their original format but as the compilation into which they were assembled for publication the book The Federalist Papers (1788).  The Federalist Papers were literally that, 85 tracts written by Alexander Hamilton (circa 1756-1804), James Madison (1751-1836) and John Jay (1745-1829) and simultaneously in 1787-1788 published in New York newspapers and issued as pamphlets under the pseudonym “Publius”.  The purpose was to encourage ratification of the new US Constitution which had emerged from the Federal Convention in September 1787 and although knowledge of the identity of the authors was widespread, the authors chose “Publius” in a nod to Publius Valerius Publicola, one of the founders of the ancient Roman Republic.  What the pamphleteers wanted was “endorsement by association”; because Publicola translated as “friend of the people” the notion was to link their arguments with republican virtue and the protection of the people from monarchical despotism.

An edition of Some reflections on a pamphlet lately publish'd, entituled, An argument shewing that a standing army is inconsistent with a free government (1697) by Daniel Defoe.

Many of Defoe's pamphlets were not at the time attributed to him although than didn't save him from spending three days in the pillory after political power in the country suddenly shifted.  Nor were most of his novels originally published under his name.  In early eighteenth century England, anonymity was common for those writing novels because prose fiction had neither become “respectable” or solidified as a clearly labeled genre, the objection being the stuff simply wasn’t “true”.  That’s why works like Robinson Crusoe (1719) were marketed as “histories” or “lives”, anonymity helping to sustain the illusion the text was genuine testimony rather than invention.

Meaning shifts in English are not uncommon but the semantic shift of “pamphlet” was an example of a process in which there was first a broadening of use followed by something of a drift rather than a simple replacement. In terms of content, the original sense (which flourished between the sixteenth and eighteenth centuries) had nothing to do with the source of the name which came from a Latin love poem which remained popular in the late medieval & early modern period.  Although there were a handful of examples of Pamphilus, seu de Amore which had been “embellished and extended” by opportunist authors, almost all versions were distributed as folios of a few pages and because this length was ideal for presenting political or theological polemics to a public unlikely to read (and, importantly, pay for) full-length books on the topics, these came to be known as “pamphlets” and those writing the overwhelmingly religious and political tracts were thus pamphleteers.  Until well into the eighteenth century, the word “pamphlet” was used for no other purpose than this canonical historical sense but in the 1800s a noticeable broadening happened in the UK which historians link with (1) the economies of scale offered by improvement in industrial printing, (2) rising literacy levels (3) a heightened interest in political matters as a consequence of the franchise being extended by the Reform Acts (1832, 1867 & 1884), (4) a splintering of various religious denominations and (5) the reduction in the cost of distribution (the extension of road and rail systems).

Pamphlet dealing with STIs (sexually transmitted infections) which used to be called STDs (sexually transmitted diseases) or VD (venereal disease).  Note the reassuring pastel hues.

While the interaction of all these forces meant there were more political and religious tracts (ironically, at a time when matters concerning the latter were becoming less controversial), the short, digestible form of the cheaply-produced pamphlet came to have great appeal in commerce so the term came to be used of just about any small, free booklet.  In an indication that while the means of distribution have changed, the strategy has not, the folk paid a tiny sum to stand on the platforms of railway stations and hand out pamphlets to commuters were fulfilling the same task as the algorithms used to deliver advertising to inboxes and web-pages.  Really, only the targeting has much improved but linguistically, this was the crucial shift; from content-focused to format-defined.  Over time, the proliferation of product announcements, catalogues, and advertising subsumed the original meaning but despite that, many etymologists seem to suggest the association of “pamphlets” with “advertising” didn’t become prevalent until the early twentieth century.

What modern targeted-marketing made an effected tool was the “virtual pamphlet” delivered by companies to digital inboxes of all sorts.  What lands in the inbox of one user will have content optimized for what that user’s history suggests will most likely provoke engagement (and hopefully sell stuff) while the user sitting in the adjacent cubicle might receive something with different content.  In the pre-modern days of printed pamphlets, it was a one-size-fits-all approach although even then a primitive form of targeting was possible; the pamphlets a manufacturer might place in a shop selling women’s shoes would likely be different from the stack in the men’s store.  However, as technology improved and costs further fell (two symbiotic forces) the forms of the printed ephemera of commerce proliferated and the documents became variously smaller, larger, thicker, slimmer, glossier and more colourful which demanded a new descriptive language, thus the emergence or re-purposing of “posters”, “catalogues”, “flyers”, “handbills”, “booklets”, “brochures”, “bulletins”, “folders”, “handouts”, “handbills” and “leaflets”.  With this new generation of forms, the idea of the “tract” which was once synonymous with “pamphlet” became separated and restricted to those documents which were still polemics on religion, politics, policy or some other topical matter.  Pamphlet thus didn’t until later become associated with commercial advertising with “brochure” or “catalogue” used for the more polished publications with the highest production values (indeed, auction houses handling high-priced collectables routinely charge for their glossy catalogues) while “leaflet”, “handbill”, “flyer” and such was used of simpler, often single-sheet and sometimes monochrome.  All this meant by the early twentieth century pamphlet had lost the “exclusivity of seriousness”, something exemplified by a heritage running from Jonathan Swift to The Federalist Papers.

Ocala Plastic Surgery and the Wuxi Sweet Fastener Company both sell solutions to problems but just as their products differ, so do the dynamics of their pamphlets.  Whether pamphlet, catalogue, poster or whatever, content can to some extent dictate form and method.  Ocala Plastic Surgery distributes brochures which not only are information-dense about the range of services offered but also includes visual content designed to entice; even the color choices are part of the messaging.  By contract, the Wuxi Sweet Fastener Company is really providing a list of products and specifications with the photography not at all artistic but most informative.  Not being in markets like Victoria's Secrets or Ocala Plastic Surgery, the Wuxi Sweet Fastener Company uses mostly functional black text on a white background with the odd splash of color there just to draw the eye to a corporate logo or heading.

So the word “pamphlet” became “neutral” because it came to describe a printed format with no implication of content, modern pamphlets typically either instructional, containing information or advertising.  That doesn’t mean there are no longer printed documents described as “political pamphlets” but those which still appear in letter-boxes around election time are better thought of as flyers, usually with a photograph of a smiling candidate and the odd TWS (three word slogan).  The content of pamphlets of the type widely circulated centuries ago has now been relegated to essays published in specialized periodicals and for these “long-form” pieces, readers of course have to pay for the privilege.  In that sense, the “pamphlet” is a historic relic sometimes seen in literary use although, curiously, in political science, politicians with a habit of writing pieces beyond a TWS are still sometimes dubbed “pamphleteers”.  One crew which still occasionally hands outs longer tracts in the style of the old religious pamphlets is the Jehovah's Witnesses but they’re something of a rarity, even a dedicated lot like the Falun Gong prone to modernist brevity.  That leaves some other terms to be described:

Tract: A doctrinal or moral argument in small format, a tract now is understood as a (relatively) short written work advancing a specific doctrine or moral argument.  Whether this is in a simple, accessible form or a dense piece littered with jargon likely to be understood only by other specialists in the field is determined not only by the subject but also the place of publication.  A tract discussing troubles in the Middle East will be different in form depending on whether it appears in a tabloid newspaper or a journal like Foreign Affairs, and that’s one aspect of what Marshall McLuhan (1911-1980) explained as “…the medium is the message…” in Understanding Media: The Extensions of Man (1964).

Broadsheet: Most associated with the now mostly extinct large-form newspaper, the term “broadsheet was used to describe a large-format single sheet for public display.  A broadsheet (broadside also used) could be similar in size to a “poster” and was also a large sheet of paper (or cardboard or other flat surface), printed on one side and designed to be posting in some public place affording wide visibility.  Broadsheets often were used for announcements, news or proclamations by governments and often featured a mix of bold and dense text, woodcut illustrations once a popular inclusion.  The information could include public notices (executions, laws, events, rewards offered for this and that).

Poster for French market release of The Canyons (2013). 

Poster: Although often thought a twentieth century form, the poster is an ancient medium and definitionally it now differs from a broadsheet in that it seeks to convey a message with the use of image rather than text.  Additionally, when text does appear on a poster (and most do include some), especially in the larger formats, it’s often in a stylized form or a typeface which is obviously “artistic”.  The poster is a practical example of the adage “a picture is worth a thousand words” and there have been some memorable eras in posters as graphic art in the twentieth century assumed a previously denied respectability.  In part this was due to the new movements in art (futurism, orphism, cubism etc) being ideally suited to the poster's traditional rectangular aspect but the finest in the genre were probably those in the traditions of art deco, pop art and psychedelia.  Posters, although two-dimensional and static, remain popular appear to have weathered the onset of digital (and may even have benefited from the technology) and it seems likely AI (artificial intelligence) will also be adapted.

Circular: A circular is a document periodically distributed to a targeted, defined audience.  There is no one definition of what a circular looks like, it may be brief or long and come in a variety of (usually smallish) sizes but its core purpose tends to be  the dissemination of informational deemed to be of interest to the audience (or, at least, that in which it’s thought they should be interested).  The classic circulars are now those used for institutional communication (churches great users of the concept).

Victoria’s Secrets catalogue which, on the internet, works as a kind of combination of advertising copy and interactive database.

Catalogue: Catalogues have a long history in modern commerce and the model used by Amazon and such is exactly the same as the old “mail order catalogues” which in the nineteenth century the Americans perfected as a means of distributing goods (via the US Mail) over vast distances.  What has changed is the immediacy; while something ordered through Amazon can land on one’s porch within 24 hours, goods ordered from a mail-order catalogue might not be seen for weeks.  Still, the principle remains the same.  A catalogue is understood as a list of products and that may be as simple as pages of text or accompanied by lavish and tempting illustrations.

Brochure: A brochure is a “puff-piece” and a kind of advertising pamphlet.  A brochure may focus on a single product, a number of products or a manufacturer’s entire range.  Accordingly, a brochure may be a single page or a longer document which is distinguished from a catalogue only in the level of detail tending to be greater.

1961 Ford Galaxie Starliner (left) & 1962 Galaxie with “distinguished hardtop styling” (aka “boxtop”, right)

There are even “fake brochures”.  The aerodynamic qualities the 1960-1961 Ford Galaxie Starliner, possessed by virtue of its gently sloping rear roof-line, generated both speed and stability on the NASCAR (National Association of Stock Car Auto Racing) ovals; that made it a successful race-car but in the showrooms, after some early enthusiasm, sales dropped so it was replaced in 1962 with an implementation of the “formal” style which had been so well-received when used on the Thunderbird.  As the marketing department predicted (or, more correctly, worked out from the results of their focus-group sessions), what they called “distinguished hardtop styling” proved more commercially palatable but while customers may have been seduced, the physics of fluid dynamics didn’t change and the “buffeting” induced at speeds above 140 mph (225 km/h) limited performance, adversely affected straight-line stability (especially when in close proximity to other cars); it also increased fuel consumption, in distance racing especially, something as significant as weight, speed and power.  What the “distinguished hardtop styling” had done was make the Galaxie less competitive on the circuits, the loss of up to 3 mph (5 km/h) in top speed the difference being winning and losing; putting on the lipstick had produced a pig.

Beware of imitations: Images from Ford's 1962 Galaxie Starlift “brochure” which didn't fool the NASCAR scrutineers. 

Quickly to regain the lost aerodynamic advantage, Ford fabricated a handful of detachable fibreglass hard-tops which could be “bolted on”, essentially transforming a Galaxie convertible back into something as slippery (and even a little lighter) as the previous Starliner.  Having no intention of incurring the expense of designing and engineering them to an acceptable consumer standard (which they knew few anyway would buy) Ford simply gave the hand-made plastic roof the name “Starlift”, allocated a part-number and even mocked-up a brochure for NASCAR's officials to read.  Although on paper it appeared a FADC (factory-authorized dealer accessory) like any other (floor-mats, mud flaps etc), an inspection of the device revealed it was obviously phoney, the rear passenger glass on each side not fitting the sloping C-pillar, demanding the use of a pair of tacked-on plastic fillers to close the gap and it was obvious the thing wasn’t close to being waterproof.  Although prepared to turn a blind eye when it suited them, NASCAR thought all this beyond the pale and outlawed the scam.

Triumph Stag magazine advertising: Although conforming to the general specifications of a “flyer” (one page, single side printing, single purpose theme), magazine advertising tended to use the style and techniques of brochures, some would classify this as a “brochure” because of the shared design language.  Because of constraints of space, such advertising usually didn’t contain the wealth of technical details which typically were included in catalogues.

Political campaign flyers: Physical copies printed for crooked Hillary Clinton’s (b 1947; US secretary of state 2009-2013) campaign in the New Hampshire Primary seeking the Democratic Party’s nomination for the 2008 US presidential election (left) and a digital template for those supporting Donald Trump (b 1946; POTUS 2017-2021 and since 2025) in the 2024 US presidential election.  Crooked Hillary’s flyer was distributed by her campaign team; the Trump material was hosted by various Republican-aligned PACs (political action committees).

Flyer, handbill & leaflet: Whether in form or content a flyer, handbill or leaflet differ really doesn’t matter and the three terms are used interchangeably, the choice a function of local practice.  All three imply something small, cheap and “handed-out” (often in the literal sense of someone standing on a street-corner) for some limited, specific purpose (such as a new sushi bar opening around the corner).  The small leaflets came to be known as flyers (the original term in late 1880s US use was “fly-sheet”) on the notion of “made to be scattered around” (ie, the image of stuff “flying around”).  Prior to “flyer” catching on, such papers were called “hand-bills”, that term based on “billboards” (large, poster sized displays) so a handbill was “a bill conveniently held in the hand”.