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It is hard to tell whether the writer is in favour of the ghost's existence or not from the advertisement, for while he in one breath speaks of the supposed apparition, he immediately afterwards refers to the incredulous, and quotes no less an authority than Shakespeare in support of the imposition. Doubtless this was a trick to secure the purchase-money, if not the support, of the partisans of both sides. Next, in the same paper, we come upon a notice of the post-office in reference to the foreign mails of that day, which runs thus :—
General Post Office, Aug. 8, 1762.
PUBLIC Notice is hereby given to all persons corresponding with His Majesty's island of Belleisle, that Letters for the future will be regularly forwarded from Plymouth to and from that Island, by two Vessels, lately hired and appointed for that purpose.
By Order of the Postmaster-General,
Henry Potts, Secretary.
The mail service across the Atlantic was somewhat dif ferent in 1762 from what it is now, when a continuous stream of letters is every day poured forth, either by way of Liverpool or by means of the later delivery at Queenstown. Soldiers seem to have been shorter, too, not only in height but in quantity, about this time, if the evidence of an advertisement of January r, 1763, is to be taken. We are still quoting from the British Chronicle, and shall continue to do so until another journal is named:—
"yHE Royal Regiment of Horse Guards, commanded by the Right * Honourable the Marquis of Granby, is willing to entertain any young Man under 23 years of age, having a good Character, strait and well made, in height from five feet ten, to six feet one inch. Apply to Quarter Master Campbell, at the Market Coffee House, Mayfair.
From the same copy we take another notice, which shows that the executors of Mr Ward not only considered it their duty to get rid of his stock at the best possible advantage, but also to continue a defence of the business which had b^en instituted by the late proprietor against the attacks of an impostor. The reason they give for the republication is curious, unless they fancied its omission would trouble the spirit of the late compounder of drugs :—
THE late Joshua Ward of Whitehall, Esq., having left very considerable quantities of his principal Medicines ready prepared, such and such only as may be applied for by name, will be delivered at his late dwelling-house in Whitehall.
As not the least pretence is made by us, of having any judgment in the application of Medicine, we presume to say no more than that the specified orders shall be delivered with the utmost care and fidelity.— Ralph Ward, Thomas Ward, Executors.
As the following was published by the late Mr Ward it is necessary to adjoin the same.—" Having seen in the public papers that a woman servant discharged from my service advertises herself as (late) my housekeeper and assistant in preparing my medicines. It is a justice I owe the public and myself, to declare, that this woman was hired and lived with me as, and at the wages of a common working servant, keeping no other. And as to what knowledge she may have in preparing my medicines, every living servant in my family, with the same propriety, may pretend to it, being all assistants to me by their manual labour. Signed—Joshua Ward."
Soon after this, February 10-12, comes an announcement which must have filled the lady readers of the Chronicle— for ladies ever loved bargains—with anxiety and their husbands with terror. The last paragraph shows that the warehouseman knew well how to bait his trap for the unwary:—
A REAL SALE OF SILKS
AT the Coventry Cross, Chandos Street, Covent Garden. Consisting of a very great assortment of Rich brocades, Tissues, flowered and plain Sattins, Tabbies, Ducapes, black Armozeens, Rasdumores, Mantuas, &c. Being purchased of the executors of an eminent weaver and factor, deceased, and of another left off trade. s
Merchants, &c, may be supplied with rich Silks fit for exportation, fresh and fine patterns, greatly under prime cost, for ready money only, the price marked on each piece.
It is hoped Ladies will not be ofTended that they cannot possibly be waited on at their own Houses.
Within a very short period, little more than a week, we come across an advertisement which we admit fairly puzzles us. We are certainly far more able to believe that the precious balsam does all that is promised for it, than we are to understand the reason for its having but one title. It runs thus :—
"l^^ARHAM'S Apopletic Balsam, so well known as an excellent * * remedy against Fits, Convulsions, &c., cures Deafness, bad Humours in the Eyes, inward Bruises, dissolves hard Lumps in the Breast, and has often cured Cancers, as can be proved by Facts; is a sovereign salve for green Wounds, Burns, &c. Is prepared and sold only by W. Strode, at the Golden Ball, Tottenham Court Road, London.
Who also prepares and sells Warham's Cephalick Snuff, of a most grateful smell, and an effectual remedy for giddiness, nervous pains in the Head, &c.
Also Warham's excellent Mouth water, which certainly cures the toothache, strengthens and preserves' the Teeth, takes off all smells proceeding from bad Teeth, &c.
In a number for February 26 to March 1, 1764, there is an announcement of one of those dinners without which no English charity ever has succeeded, or, so long as English nature remains as it is, ever will succeed without. It is noticeable for various reasons, and especially for the notices of " Mr" Handel and the airing of the hall:—
MAGDALEN HOUSE CHARITY.
Prescot Street, Goodman's Fields, Feb. 10, 1764.
rTK HE Anniversary Feast of the Governors of this Charity will be held on Thursday the 18th of March next, at Drapers-Hall, in Throgmorton Street, after a sermon to be preached at the Parish Church of St George, Hanover Square, before the Right Honourable the Earl of Hertford, President; the Vice-Presidents; Treasurer and Governor of this Charity; by the Rev. William Dodd, A.M., Chaplain to the Bishop of St David's.
Prayers will begin at eleven o'clock precisely, and Dinner will be on table at Three "o'clock. ^
N.B.—A Te Denm, composed by Mr Handel for the late Duke of Chandos's Chapel, with Jubilate and other Anthems, will be performed by Mr Beard, and a proper Band of the best performers, both vocal and instrumental.
The Hall will be properly aired. Tickets for the Feast may be had at the following places, at five shillings each, viz., Mr Winterbottom's, the Secretary, in Old Broad Street, and at the following Coffee-Houses; Arthur's, in St James's Street; Mount's, Grosvernor Square; Tom's, in Devereux Court; Richard's, in Fleet Street; Tom's, John's, and Batoon's, in Cornhill; and Waghom's, at the Court of Requests.
Two ladies Tickets for the Church will be given
Mr Gibson, whose advertisement appears in the edition for April 5-7, 1764, would have been invaluable to Julia Pastrana and the Bearded Lady, while his aid would have been- equally in demand among those anxious to cover themselves with the glory of hirsute appendages. Unfortunately for him, moustaches and beards were not then in demand, nor was baldness so noticeable as now; but the request for his beautifying paste doubtless compensated him for other neglects:—
A CARD TO THE LADIES.
MR GIBSON'S Innocent Composition, so greatly admired for its wonderful effects, in removing by the Roots in half a minute, the most strong Hair growing in any part of the Head or Face, without the least hurt to the finest Skin of Ladies or Children ; he sells this useful composition at 5s. an ounce, with such full directions that any Person may use it themselves.
Also his curious Preparation for coaxing Hair to grow on bald Parts when worn off by illness, it being allowed by many who have tried many approved remedies, to fuUy aaswpr the desired Purpose.
Likewise his Beautifying Paste for the Face, Neck, and Hands, so well known to the Ladies for giving a true Enamel to the Skin; in pots at ios. 6d. In lesser pots at 5s. each. The above things to be had of him and nowhere else in England, next door to the Golden Star in Lower Cross Street, Hatton Garden, Holborn.—No less a quantity of the composition can be had than one Ounce, nor of the preparation or paste than one Pot.
N.B.—Gibson in gold Letters over the Door.
That the practice of inserting "dummy" advertisements for the purpose of drawing others had been adopted before this, is shown by a caution inserted in the Public Advertiser of January 1, 1765, though why theatrical managers should have objected to gratuitous publicity we cannot understand. Misrepresentation of the title of a play to be performed would rarely act detrimentally, while it would often be beneficial. Managers of the present day never object to anything but adverse criticism in a newspaper, and this affects them in various ways. Critics may be as favourable as they like, but let them condemn a piece and they raise a storm not easily allayed. The managerial feeling is then shown at once. Sometimes the advertisement of the theatre is summarily stopped, at others the usual first-night privilege is suspended, and not rarely of late years letters have, been written and published showing how utterly biassed the criticism has been. But not one of the whole theatrical fraternity ever objects to a gratuitous advertisement. Even a man who comes on with a message likes it, though he in common with all the outsiders of "the profession" affects to despise criticism, and will, on the slightest provocation, speak about well-known writers for the press in a most contemptuous manner. But here is the advertisement :—
'I "HE Managers of Drury Lane think it proper to give notice that Advertisements of their Plays by their authority are published only in this Paper and the Daily Courant, and that the Publishers of all other Papers who presume to insert Advertisements of the same Plays, can do it only by some surreptitious intelligence or hearsay