The History of Advice Columns

The word “advice” comes from two Latin words: the prefix ad, which implies a movement toward something, and vīsum, “vision,” a distinctly vivid or imaginative image. To ask for advice is to reach for a person whose vision exceeds yours, for reasons supernatural (oracles, mediums), professional (doctors, lawyers), or pastoral (parents, friends). It is a curious accident of language that “advice” contains within it the etymologically unrelated word “vice,” from the Latin vitium, meaning “fault” or “sin.” Yet the accident is suggestive. [...] 

Mary Beth Norton’s book “ ‘I Humbly Beg Your Speedy Answer’: Letters on Love & Marriage from the World’s First Personal Advice Column” (Princeton) collects nearly three hundred specimens of the advice that the Athenian Mercury, as it’s usually known, offered. London was at the time Europe’s largest city, a place where crosscurrents of trade, finance, robbery, and prostitution pulled recently urbanized inhabitants into previously unimaginable relationships with strangers. In the age of print, Hamburg was the birthplace of magazine publishing, and Paris the birthplace of the literary review and the gossip rag; but restless, immoral London was where the advice column first transformed people’s private lives into object lessons for ethical behavior. The anonymity of the modern city gave rise to a distinctly modern form. Merve Emre, The New Yorker