Salman Rushdie in 1989

What do John Milton, Salman Rusdie and Frank Zappa have in common? They’ve all written adverts.

Yep. It might come as a surprise to the purists amongst you, but there’s a whole raft of notable novelists, poets, scriptwriters and lyricists who cut their literary teeth as copywriters. So what could advertising have offered these talented writers, aside from a steady income?

There is a theory that John Milton, author of the epic poem, Paradise Lost, was also the writer of the first ever trade advertisement to appear in the UK press. In September 1658 in Mercurius Politicus, the progovernment newsbook of which he was editor from 1650, there was an advertisement for a ‘China Drink’ with purported health properties:

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If you want to improve your business writing, be more like Satan.

That’s the advice John Simmons offers at the end of his Writer’s Materials Trilogy. Don’t worry. We’re not talking Satan in the epitome-of-all-things-evil kind of way here. Rather the Satan who appears in John Milton’s Paradise Lost.

Now for those of you not up to speed with your 17th century blank verse epic poetry, Paradise Lost begins with Satan and his dark angel buddies being banished to Hell by God, after a failed attempt at taking over Heaven.

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