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those days have wished to get security for the honesty of their masters :

I want to wait on a gentleman in the City a young man that writes a pretty good hand, and knows how to go to market, must wait on company that comes to the house and wear a livery, has had the small-pox, and can give some small security for his honesty.

Houghton was noticeable for expressing a decided opinion with regard to the quality of whatever he recommends, and, as we have shown, was not at all modest in his own desires. Even he, however, could rarely have designed such a bargain as this:

One that is fit to keep a warehouse, be a steward or do anything that can be supposed an intelligent man that has been a shopkeeper is fit for, and can give any security that can be desired as far as ten thousand pounds goes, and has some estate of his own, desires an employment of one hundred pounds a year or upwards. I can give an account of him.

This is the last we shall see of old Houghton, who did much good in his time, not only for other people but for himself as well, and who may be fairly regarded as, if not the father, certainly one of the chief promoters of early advertising.

The next public notice we find upon our list is one which directs itself to all who may wish to be cured of madness, though why people who are really and comfortably mad should wish to have the trouble of being sane, we do not profess to understand. However, it is not likely that this gentleman helped them, for he overdoes it, and offers rather too much. The notice appears in the Post Boy of January 6-9, 1699:

IN Clerkenwell Close, where the figure of Mad People are over the

gate, Liveth one who by the Blessing of God, cureth all Lunitck distracted or Mad People, he seldom exceeds 3 months in the cure of the maddest Person that comes in his house, several have been cured in a fortnight and some in less time; he has cured several from

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Bedlam and other mad-houses in and about this City and has conveniency for people of what quality soever. No cure no money. He likewise cureth the dropsy infallibly and has taken away from 10, 12, 15, 20 gallons of water with a gentle preparation. He cureth them that are 100 miles off as well as them that are in town, and if any are desirous they may have a note at his house of several that he hath cured.

Notwithstanding the writer's proficiency in the cure of lunatics, he seems to have been sorely exercised with regard to the spelling of the word, and he is ingenious enough in other respects. The remark about no cure no pay, it is noticeable, refers only to the cases of lunacy, and not to those of dropsy, for the evident reason that it is quite possible to make a madman believe he is sane, while it would be rather hard to lead a dropsical person into the impression that he is healthy. Quacks swarm about this period, but as we shall devote special attention to them anon, we will now step into the year 1700, beginning with the Flying Post for January 6-9, which contains this, a notice of a regular physician of the time :—

AT

the Angel and Crown in Basing-lane near Bow-lane liveth J. Pechey, a Graduate in the University of Oxford, and of many years standing in the College of Physicians in London: where all sick people that come to him, may have for Six pence a faithful account of their diseases, and plain directions for diet and other things they can prepare themselves. And such as have occasion for Medicines may have them of him at any reasonable rates, without paying anything for advice. And he will visit any sick person in London or the Liberties thereof in the day time for two shillings and Six pence, and anywhere else within the Bills of Mortality for Five shillings. And if he be called in by any person as he passes by in any of these places, he will require but one shilling for his advice.

This is cheap enough, in all conscience, and yet there is little doubt that the afflicted infinitely preferred the nostrums so speciously advertised by empirics to treatment according to the pharmacopoeia. We have good authority for the statement that faith will move mountains, and it

seems, if we are to judge by the testimonials published from time immemorial by vendors of ointment and pills, to have moved mountainous tumours, wens, and carbuncles, for without it soft soap, bread, and bacon fat would be of little use indeed. Glorious John Dryden died early in this year, and a hoaxing advertisement appeared in the Post Boy of May 4-7, which called for elegies, &c. :

THE Death of the famous John Dryden Esq. Poet Laureat to their two late Majesties, King Charles and King James the Second; being a Subject capable of employing the best pens, and several persons of quality and others, having put a stop to his interment, which is to be in Chaucer's grave, in Westminster Abbey: This is to desire the gentlemen of the two famous universities, and others who have a respect for the memory of the deceas'd, and are inclinable to such performances, to send what copies they please as Epigrams, etc. to Henry Playford at his shop at the Temple-Change in Fleet street, and they shall be inserted in a Collection which is design'd after the same nature and in the same method (in what language they shall please) as is usual in the composures which are printed on solemn occasions at the two Universities aforesaid.

Other advertisements followed this, and from them it appears that the shop of Henry Playford was inundated. with manuscripts of all lengths and kinds, and in many languages. What became of them does not make itself known, which is a pity, as many must have been equal to any specimen which occurs in the "Rejected Addresses," with the advantage and recommendation of being genuine.

It is strange that so far we have met with no theatrical or musical advertisement or public notice of any forthcoming amusement, for it appeared most probable that as soon as ever advertising became at all popular it would have been devoted to the interest of all pursuits of pleaIn 1700, however, we come upon what must be considered the really first advertisement issued from a playhouse, and, as a curiosity, reproduce it from the columns of the Flying Post of July 4

sure.

AT the request and for the Entertainment of several persons of quality at the New Theatre in Lincolns-Inn-Fields, to morrow, being Friday the 5th of this instant, July, will be acted "The Comical History of Don Quixote," both parts made into one by the author. With a new entry by the little boy, being his last time of dancing before he goes to France: Also Mrs. Elford's new entry, never performed but once and Miss Evans's jigg and Irish dance: with several new comical dances, composed and performed by Monsier L'Sac and others. Together with a new Pastoral Dialogue, by Mr Gorge and Mrs Haynes, and variety of other singing. It being for the benefit of a gentleman in great distress, and for the relief of his wife and 3 children.

This lead was soon followed by more important houses, and in a very few years we have lists regularly published of the amusements at all theatres. Theatrical managers have in all times been blessed with a strong faculty of imitation, and though it seems immensely developed just now, the lessees of a hundred and seventy years ago were just as keen to follow the scent of anything which had proved fortunate on the venture of any one possessed of pluck or originality.

We have reserved for the end of this chapter two advertisements of an individual who, according to his own showing, would have been invaluable to some of the members of the various school boards of the present, and have enabled them to keep pace with the pupils under their supervision, a consummation devoutly to be wished. However, if we cannot have Mr Switterda, some other deus ex machinâ may yet arise. The first is from the Postman of July 6-9, and runs thus :—

ALL

LL Gentlemen and Ladies who are desirous in a very short time to learn to speak Latin, French or High Dutch fluently, and that truly and properly without pedantry, according to Grammar rules, and can but spare two hours a week, may faithfully be taught by Mr. Switterda or his assistant at his lodgings in Panton Street, at the Bunch of Grapes, near Leicester Fields, where you may have Latin and French historical cards. Children may come every day, or as often as parents please at his house in Arundel Street, next to the Temple Passage,

chiefly those of discretion, who may be his or her assistant, entring at the same time. And if any Gent. will take two children or half a dozen of equal age, whose capacity are not disproportionable, and let any Gent. take his choice, and leave to the abovenamed S. the other, and he is content to lose his reward, if he or his assistant makes not a greater and more visible improvement of the Latin tongue in the first three months time, than any Gent. whatsoever. Et quamquam nobili Germano est dedecori linguas profiteri, tamen non abscondi talenta mea quæ Deus mihi largitus est, sed ea per multos annos publicavi, et omnes tam divites quam paupores ad domum meam invitavi, sed surdas semper aures pulsavi, multos mihi invidos conciliavi, quos confidentia et sedulitate jam superavi. Omnes artes mechanicæ quotidie excoluntur, artes vero liberales sunt veluti statua idolatrica quæ addorantur non promoventur. He intends to dispose of two copper plates containing the ground of the Latin tongue, and the highest bidder shall have them. Every one is to pay according to his quality from one guinea to 4 guineas per month, but he will readier agree by the great.

It is evident that Mr Switterda was of an accommodating disposition, and doubtless did well not only out of those who agreed by the great-a species of scholastic slang we are unable to understand positively, however much we may surmise-but out of those who were content, or were perforce compelled to put up, with the small. Here is another "high-falutin'” notice which appears in the same paper about a month later, and which shows that the advertiser is also possessed of a power of puffing his own goods which must have aroused the envy and admiration of other quacks, in an age when they were not only numerous but singularly fertile in expedient :

WH

WHEREAS in this degenerate age, Youth are kept so many years in following only the Latin tongue and many of them are quite discouraged Mr. Switterda offers a very easy, short, and delightful method, which is full, plain, most expeditious and effectual, without pedantry, resolving all into a laudable and most beneficial practice by which Gent. and Ladies, who can but spare to be but twice in a week with him, may in two years time learn Latin, French and High Dutch, not only to speak them truly and properly, but also to understand a classical author. Antisthenes, an eminent Teacher being ask'd why

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