gimmick

[Mullins, Bill]

Someone on a magic/conjuring mailing list raised a question about the
origins of the word "gimmick"; specifically its magical uses (generally
means a hidden device or prop used to accomplish a magic effect; synonyms
"gaff", "gaffus" and "feke", and "fake" as cited below). The following may
be of interest (and I wouldn't be surprised if some of the following is
originally the work of an ADS-L member):

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From: Ron Hudspeth
Subject: Re: EG#3121:  ...Gimmick (Word Origin)...

My guess would be that the word started in "common" use in the early
1920's, although perhaps without distinction.  Henry Hay, in the Amateur
Magician's Handbook credits the "authority of John Mulholland" to
distinctly define gimmick as "a secret device never seen by the
audience" and a fake as "seen... but not understood;" a quote I believe
dates back to the 1950 original edition.  Mulholland was indeed a
reasonably prolific author and historian and may have been the first to
codify the relationship.

On the other hand, in his 1929 book, "Illustrated Magic," Ottokar
Fischer in Chapter 5 (Titled, 'Fakes, "Gimmicks," and other Secret
Accessories'), states:

'There are many devices used in the performance of tricks "without
apparatus." Some of them are worn secretly underneath the clothing,
others brought out from some hiding place, used and again disposed of.
In no case must the spectator be allowed to suspect the existence of
these "fakes." The more cleverly the performer uses them, the higher his
art."

The use of the quotations on "Gimmicks" as well as the fact he never
uses the word again (that I can find) in the book (in spite of
presenting several examples of gimmicks such as ball droppers and
pulls), might imply that the word was recent to the vernacular and was
also being used almost synonymously with fakes.

As additional bit of "trivia;" in spite of the IBM newsletter, "The
Linking Ring" being first published in January 1923, it is apparently
not until November 1927 when we first see the word in an article or
advertisement.  I believe that the earliest general magic book (original
or reprint) I have in my library is the 1886 "Art of Modern Conjuring"
by Professor Henri Garenne and I can find no reference to gimmickry or
gimmicks, only "apparatus" (mostly for fakes) and "appliances" (more
along the lines of gimmicks).

Just food for thought....

From: Ron Hudspeth
Subject: Gimmick, part deux

Addendum to my previous - I was referring to the use in the magic
community.  There have been several other lines of thought as to its
overall origins.  To wit, from some on-line research:

"This American slang word probably has its roots in carnival lingo,
where 'gimmick' meant 'dishonest contrivance; a device used by the
operators to regulate the frequency with which customers could win in a
game of chance. According to the OED the first known printed reference
to it is in 'Wise-crack Dictionary' (1926) by Maine And Grant, where it
is defined as 'a device for making a fair game crooked.' And in the same
year it also appeared in 'American Speech' (see below) as meaning 'a
gadget.' However, the Random House Historical Dictionary of American
Slang found an earlier quote for the 'dishonest device' meaning, dating
to 1922 (see below).

One theory of the word's origin ascribes it to the German word 'gamach,'
used for this purpose according to one source to mean 'easy,' and to
another 'a convenience.' A more plausible explanation assigns it to an
altered form of 'gimcrack,' a useless object or one that is showy but of
little worth. From the carnival the term passed into the vocabulary of
the magician (some say it's an anagram of 'magic') and about 1930 the
word became part of our general language coming to mean any clever
device or gadget. By the 1940s 'gimmick' achieved its modern sense of 'a
stratagem for gaining attention'; a feature in a product, plan,
presentation, etc., believed to increase appeal, although it is not
necessarily useful or important ('grabber,' 'hook').  Hmm, why is it
that politics come to mind? (<:)

<1922 'Games that were on the level are 'GIMMICKED' (fixed with a
mechanical or electric pinch). Even the ball games . . . can be
instantly GIMMICKED.' 'Variety' (August 18)>

1926 'Every snipe endeavors to impress the poor swabbos with his talk of
gillguys, gadgetts, and GIMMICKS.' 'American Speech,' II. page 63/1>

<1949 'The gimmick the White House is most fearful of is the amendment
tacked on in the House.' 'Chicago Daily News,' March 26"

Sources include: Random House Historical Dictionary of American Slang,
Oxford English Dictionary, Picturesque Expressions by Urdang, and the
Morris Dictionary of Word and Phrase Origins

--Ron--

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