Alfred Jervis
( – )
Itinerant Daguerreotypist
Itinerant daguerreotypist Alfred Jervis was willing to pay the price for a six-inch-long advertisement in the American Republican newspaper published October 13, 1846. The daguerreotype process was still new to the public and like any product, they needed to be educated as to why they needed it. He gave them five reasons why it was essential to have their likeness taken during his short stay in West Chester before he headed to the South.
This advertisement is the only documentation to record that he was in West Chester, Pennsylvania at least during October of 1846. For all the information he imparts about the necessity of having a daguerreotype taken, he omits to tell his customers where he is staying in the Borough. It could be at any of the numerous hotels or boarding houses.
“DAGUERREOTYPE. The undersigned requests particular attention to the following: 1st. It is almost an hourly occurrence that persons after having lost a Parent, Child or friend, express deep regret at not having availed themselves the opportunity to obtain their likeness while yet the vital spark was bright. The importance of “securing the shadow before the substance fades,” must be evident to any one who takes a second thought and is desirous to obtain a correct facsimile of a departed relative. 2d.How very often we hear persons say, after having lost a near and dear relative, they would willingly pay ten times the price if they could obtain a Daguerreotype Likeness of him or her. The undersigned has known instances where parents and husbands would have paid thousands of dollars for Daguerreotypes of their wives and children before they were dead; but unfortunately owing to neglect to have it done while they were living, the desire could not be gratified. 3rd. Some of the most correctly painted Portraits the undersigned has ever seen, were painted from Daguerreotypes, which is an evidence of their importance, should a portrait painting be desired. 4th. Daguerreotypes may be copied, so as to appear fully as good as the from which it is to be taken. In this way, aged persons for whom setting for Daguerreotypes is apt, generally, to be laborious, can by getting one good picture, have any number taking from it, either enlarged or diminished, without taking the trouble of preparing to sit again. 5th. The undersigned invites particular attention to the excellent specimens he has taken in West Chester, of persons well known to the place. And as his stay in West Chester will be short, having made arrangements to go to the South, – those who desire an excellent Daguerreotype are requested to call immediately. The undersigned takes daguerreotype portraits equally as well in cloudy as in clear weather, in from two to thirty seconds, at prices from $1.50 to $5, using the very best material. He can insure a picture to be in no ways inferior to that of the best of Philadelphia. Family Groups taken of any number of persons on the same plate, when desired. Satisfaction will be given or no charge made. ALFRED JERVIS, West Chester. N. B. – A black dress is the best color to be dressed for a daguerreotype; any dark dress will do. If the dress be figured there should be considerable contrast in colors, and of a firm texture. White, light blue or light red dresses should always be avoided, as they invariably come out white in the picture, and have a disagreeable appearance. A. J.”[1]
Jervis gave the usual morbid reasons of the period for having a likeness taken, “securing the shadow before the substance fades.” Epidemic and childhood diseases were a fact of life and the best selling point during that era.
He also noted the accuracy of the daguerreotype made them highly desirable as a model for portrait painters. This elevated the process to be more socially acceptable. Another selling point is for aged or infirm customers for whom sittings are arduous. They can be daguerreotyped once, and copies or paintings can be conveniently made from them.
Finally in his advertisement he alludes to haven taken “excellent specimens..of people well known in this place.” A further enticement to keep up with the Jones.
Jervis sounds like he has considerable skill offering whole plates of large family groups. His prices range from $1.50 to $5 according to size. To get the perspective on these prices in today’s money this would be from about $60.00 to over $200.00.[2] He makes his customers feel good about only being charged $1.50 for a portrait, when if after a loved one has passed on they are willing to pay ten times that or thousands of dollars!
In an added note at the end of the advertisement he suggests wearing black to have your portrait taken in and avoid white, light blue and light red dresses. This is a further attempt to educate the public as to how to dress for a satisfactory portrait session.
Beyond this advertisement, there is no other mention of him in the local newspapers nor is he recorded in historical photography reference sources available to the author.
© Pamela C. Powell, 2019
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Advertisement, American Republican. (West Chester, PA) 13 October 1846. ↑

