the whole argument pro and con in the case of the 'Morning Gown' is still carried on after the same manner. I need not mention the several proprietors of Dr Anderson's pills; nor take notice of the many satirical works of this nature so frequently published by Dr Clark, who has had the confidence to advertise upon that learned knight, my very worthy friend, Sir William Read :* but I shall not interpose in their quarrel: Sir William can give him his own in advertisements, that, in the judgment of the impartial, are as well penned as the Doctor's.

“The third and last use of these writings is to inform the world where they may be furnished with almost every thing that is necessary for life. If a man has pains in his head, colics in his bowels, or spots in his clothes, he may here meet with proper cures and remedies. If a man would recover a wife or a horse that is stolen or strayed; if he wants new sermons, electuaries, asses' milk, or anything else,

said strops, does hereby testify that all such sort of things are only made in imitation of the true ones, which are permitted to be sold by no one but Mr Shipton, at John's Coffee House, in Exchange Alley, as hath been often mentioned in the Gazettes, to prevent people being further imposed upon.

An opposition notice appears shortly afterwards in the Daily Courant of January 11:—

THE Right Venetian Strops, being the only fam'd ones made, as appears by the many thousands that have been sold, notwithstanding the many false shams and ridiculous pretences, as "original,” etc., that are almost every day published to promote the sale of counterfeits, and to lessen the great and truly wonderful fame of the Venetian Strops, which are most certainly the best in the world, for they will give razors, penknives, lancets, etc., such an exquisite fine, smooth, sharp, exact and durable edge, that the like was never known, which has been experienced by thousands of gentlemen in England, Scotland and Ireland. Are sold only at Mr Allcraft's, a toy shop at the Blue Coat Boy, against the Royal Exchange, &c. &c.

* Both oculists of some renown, who advertised largely.

either for his body or mind, this is the place to look for

them in.

"The great art in writing advertisements, is the finding out a proper method to catch the reader's eye, without which a good thing may pass unobserved, or be lost among commissions of bankrupt. Asterisks and hands were formerly of great use for this purpose. Of late years the N.B. has been much in fashion, as also little cuts and figures, the invention of which we must ascribe to the author of springtrusses. I must not here omit the blind Italian character, which being scarce legible, always fixes and detains the eye, and gives the curious reader something like the satisfaction of prying into a secret.

"But the great skill in an advertiser is chiefly seen in the style which he makes use of. He is to mention the 'universal esteem,' or 'general reputation' of things that were never heard of. If he is a physician or astrologer, he must change his lodgings frequently; and though he never saw anybody in them besides his own family, give public notice of it, for the information of the nobility and gentry.' Since I am thus usefully employed in writing criticisms on the works of these diminutive authors, I must not pass over in silence an advertisement, which has lately made its appearance and is written altogether in a Ciceronian manner. It was sent to me with five shillings, to be inserted among my advertisements; but as it is a pattern of good writing in this way, I shall give it a place in the body of my paper.

"The highest compounded Spirit of Lavender, the most glorious, if the expression may be used, enlivening scent and flavour that can possibly be, which so raptures the spirits, delights the gusts, and gives such airs to the countenance, as are not to be imagined but by those that have tried it. The meanest sort of the thing is admired by most gentlemen and ladies; but this far more, as by far it exceeds it, to the gaining among all a more than common esteem. It is sold in neat flint bottles, fit for the pocket, only at the Golden Key in Wharton's Court, near Holborn Bars, for three shillings and sixpence, with directions.

"At the same time that I recommend the several flowers

in which this spirit of lavender is wrapped up, if the expression may be used, I cannot excuse my fellow-labourers for admitting into their papers several uncleanly advertisements, not at all proper to appear in the works of polite writers. Among them I must reckon the 'Carminative WindExpelling Pills.' If the Doctor had called them 'Carminative Pills,' he had been as cleanly as any one could have wished; but the second word entirely destroys the decency of the first. There are other absurdities of this nature so very gross, that I dare not mention them; and shall therefore dismiss this subject with an admonition to Michael Parrot, that he do not presume any more to mention a certain worm he knows of, which, by the way, has grown seven foot in my memory; for, if I am not much mistaken, it is the same that was but nine feet long about six months ago.

"By the remarks I have here made, it plainly appears, that a collection of advertisements is a kind of miscellany; the writers of which, contrary to all authors, except men of quality, give money to the booksellers who publish their copies. The genius of the bookseller is chiefly shown in his method of ranging and digesting these little tracts. The last paper

I took up in my hands places them in the following order :

etc.

"The true Spanish blacking for shoes, etc.

"The beautifying cream for the face, etc.

"Pease and Plasters, etc.

"Nectar and Ambrosia, etc.

"Four freehold tenements of fifteen pounds per annum,

"The present state of England, etc. "Annotations upon the Tatler, etc.

"A commission of Bankrupt being awarded against R. L., bookseller, etc."

This essay probably aroused a good deal of attention, and among the letters of correspondents is one from a

"Self-interested Solicitor," which appears in No. 228, and runs thus:

“Mr Bickerstaff.

"I am going to set up for a serivener, and have thought of a project which may turn both to your account and mine. It came into my head upon reading that learned and useful paper of yours concerning advertisements. You must understand I have made myself Master in the whole art of advertising, both as to the style and the letter. Now if you and I could so manage it, that nobody should write advertisements besides myself, or print them anywhere but in your paper, we might both of us get estates in a little time. For this end I would likewise propose that you should enlarge the design of advertisements, and have sent you two or three samples of my work in this kind, which I have made for particular friends, and intend to open shop with. The first is for a gentleman who would willingly marry, if he could find a wife to his liking; the second is for a poor Whig, who is lately turned out of his post; and the third for a person of a contrary party, who is willing to get into one.

"Whereas A. B. next door to the Pestle and Mortar, being about thirty years old, of a spare make, with darkcoloured hair, bright eye, and a long nose, has occasion for a good-humoured, tall, fair, young woman, of about £3000 fortune; these are to give notice That if any such young woman has a mind to dispose of herself in marriage to such a person as the above mentioned, she may be provided with a husband, a coach and horses and a proportionable settlement.

"C. D. designing to quit his place, has great quantities of paper, parchment, ink, wax, and wafers to dispose of, which will be sold at very reasonable rates.

"E. F. a person of good behaviour, six foot high, of a black complexion and sound principles, wants an employ. He is an excellent penman and accomptant, and speaks French.”

And so on, advertisements being then considered proper sport for wits of all sizes and every peculiarity. In 1711 we come upon the first edition of the Spectator, which certainly did not disdain to become a medium for most barefaced quacks, if we may judge by this :

AN admirable confect which assuredly cures Stuttering and Stammering in children or grown persons, though never so bad, causing them to speak distinct and free without any trouble or difficulty; it remedies all manner of impediments in the speech or disorders of the voice of any kind, proceeding from what cause soever, rendering those persons capable of speaking easily and free, and with a clear voice who before were not able to utter a sentence without hesitation. Its stupen dous effects in so quickly and infallibly curing Stammering and all disorders of the voice and difficulty in delivery of the speech are really wonderful. Price 2s. 6d. a pot, with directions. Sold only at Mr Osborn's Toyshop, at the Rose and Crown, under St Dunstan's church Fleet street.

This is a truly marvellous plan for greasing the tongue. The only wonder is that the advertiser did not recommend it as invaluable to public speakers for increasing the fluency to such an extent that the orator had but to open his mouth and let his tongue do as it willed. And certainly the most rebellious and self-willed tongue could hardly give utterance to more remarkable statements, if left entirely to itself, than appears in the following, which is also from the original edition of the Spectator:

OSS of Memory, or Forgetfulness, certainly cured by a grateful electuary peculiarly adapted for that end; it strikes at the primary source, which few apprehend, of forgetfulness, makes the head clear and easy, the spirits free, active, and undisturbed, corroborates and revives all the noble faculties of the soul, such as thought, judgment, apprehension, reason and memory, which last in particular it so strengthens as to render that faculty exceeding quick and good beyond imagination; thereby enabling those whose memory was before almost totally lost, to remember the minutest circumstances of their affairs, etc. to a wonder. Price 2s. 6d. a pot. Sold only at Mr Payne's, at the Angel and Crown, in St Paul's Churchyard, with directions.