adorned with invitations to Try Warren's Blacking, surely it is time for novelists and poets to give up their circulating libraries, and for the Royal Academy to leave their apple blossoms, and all turn to make their fortunes, and win a name to posterity by puffing some enterprising Moses or Horniman.

Naturally the great object of the advertiser is to catch the reader's eye; for unless this is done all the ingenuity of the advertisement will be wasted. Accordingly, the usual plan is to prefix some startling word or words in the largest type, such as Murder! £500 Reward! Gold ! anything in short which will attract notice; any one who ventured to attend Barnum's lecture may remember the methods displayed there, the most ingenious of which was hiring a whole sheet of the paper, having it marked out like a chess board, and inserting the advertisements on the alternate squares; but we have not attained to this yet in England. Here are instances of the English style :

"ALL THE YEAR ROUND! R. and O. having com-
pleted a contract with Mons. J. to supply them exclusively with
the first choice of his celebrated Alpine Kid Gloves, beg to state
that they are now prepared to offer All the Year Round the first
choice, &c.

2

"ONCE A WEEK! R. and O. receive a fresh supply
of the Choicest Muslins of the Newest Fashion, &c., &c."

"WHAT are the WILD WAVES SAYING? KEEP
up your CHANNEL FLEET, and buy your Tea of the East
India Tea Company."

OHN

REVIVAL!!!

begs to inform the Public that he has reopened his

JoMagnificent stain the

Pomatum, &c., &c.

Best

In the first two the allusion is to the two rival Periodicals. The public has lately been edified by the squabbles of Mr. Dickens' publishers, and anticipating some new bit of

scandal they naturally cast their eyes on the notices. The object is attained, they read to the end, and R. and O. are gratified.

"What are the Wild Waves saying?" is the title of a popular melody. Punch inserted it thus, "What are the Wild Waves saying? Keep up your Channel Fleet!" The East India Tea Co. add, “and buy your Tea of the E. I. T. C." The musical are attracted by the name of a favourite song; the patriotic by the words "Channel Fleet;" both read and some may buy; anyhow the public hear of the Company.

The Revival Notice appeared in Scotland. There the Presbyterian public were amusing themselves with religious revivals, and there were lectures, and sermons, and tracts in abundance; so two parties were interested, the "true believers" read to profit, the scoffers read to laugh, and again the object is attained.

But the most ingenious device is gently to introduce the subject by an anecdote, thus leading on the eye to the denouement and the advertisement at once. Of this style we do not ever remember a more favourable specimen than this:

THE PRINCESS FREDERICK William of Prussia.—
What parent is there in Great Britain whose heart did not bound
with joy at the news of the birth of an heir to the throne of Prus-
sia, and the well-doing of his illustrious mother, the acclamations
at whose bridal rang through Europe, and were held as a bond of
unity and strength between those two great empires?
We can
imagine the deep anxiety of our Most Gracious Queen, and rejoice
that the intelligence reached her Majesty at Windsor six minutes
after the event took place in Berlin. This all but annihilation of
time and space is one of the effects of the magnet, whose power is
as unlimited as unknown. Its practical utility is, however, daily
and hourly becoming more developed, and one of its most useful
applications is that patented by
for restoring Gray Hair
to its natural colour, and curing Neuralgia, Nervous Headache,
Rheumatism, &c., by means of his Magnetic Brush and Comb.

What can be more perfect! The unwary reader's eye is attracted by the title, his feelings of loyalty are aroused, and he reads on, ignoring its ungrammatical tendencies, till he is safely landed among the brushes and combs.

We have noticed that this style of anecdotal advertising prevails in particular houses. Horniman, the uncoloured tea man, deals in it largely, but his style is far inferior to the above; there is always a seedy look about his advertisements, some italics, and some big letters, which show the seeming anecdote to be merely an aggravated advertisement. We have several specimens before us, but

this will serve as a sample:

"PAYING TOO DEAR FOR YOUR WHISTLE."-Dr. Franklin says that when he was a boy he gave all the money he had for a whistle; this event was an admonition to him in future life, for it always reminded him that he might at any time "pay too dear for a whistle." To the public this has become as great an advantage as to Dr. Franklin, many commodities are avoided because they are dear at any price. The various growths of tea, for example, are made by the Chinese to look equal in quality by disguising them all with the same colouring powder, so that the old withered flowerless autumn leaves cannot be known from the choice spring crop; therefore all who do not wish to "Pay too dear for their whistle" discourage this absurd custom by purchasing Pure Tea without powdered colour on the leaf. As this Pure Tea is now much preferred, Horniman and Co. import exclusively the Spring crop, which has no need to be disguised with powdered colour. This tea is sold secured in Packets by Agents as advertised.

Here the same principle is observed; the reader's eye is caught by the anecdote, and he will probably read to the end. But Horniman has rather overdone the thing; nothing would induce us to get uncoloured tea from him, we should as soon think of applying for one of Messrs. Heal's "Bedsteads sent. free by post."

Another very common method is the "virtuous indignation dodge:"

PP

CAUTION-RECKITT and Co. beg to warn the

Public that the celebrity which their BISCUITS have acquired, and the consequent LARGE DEMAND which has taken place, have induced certain unprincipled Tradesmen to substitute lowerpriced and inferior Biscuits FOR THEIR SUPERIOR QUALITY, thus disappointing the customer. They feel it necessary, therefore, as a protection to the Public, to request they observe particularly, either that THEIR NAME is stamped on the Biscuit, or, in the richer descriptions, that they are sold from Tins, the Labels upon which bear the name of RECKITT and CO.

But this has been almost used up; no one believes in it now, any more than they would in the certificates from noblemen cured by Revalenta Arabica, or Holloway's Pills, "The Great Ambassador of Health to all Mankind," as he styles himself. The certificates are ingenious; we have seen a book with recommendations from Cardinal Wiseman and Lord J. Russell (a delightful work it must have been); but, in general, these certificates are sure signs of a quack medicine.

One great effect of Advertisements is the extraordinary elongation of the names of the articles exposed for sale. You cannot get tooth powder anywhere, but the lowest barber keeps dentrifice; hair grease has passed away, but every hair dresser can recommend his Epithetical Pomade; and if they cannot find a quadrisyllabic synonym they give it a Greek epithet. Here for instance is one recommended in these touching lines:

SOFTENING INFLUENCES.

Sweet woman's smile, for men of any sense,
Hath ever had a softening influence;

Sweet woman's tear, in aught but hearts of steel,

Evokes a thrill that e'en the lowliest feel.

A word of kindness to the aching heart,

In truth a softening influence doth impart;
But chief of" softening influences" revered

Stands MOORLEY'S EUKOUREUSTIC for the Beard.

Sold Wholesale and Retail by the Inventor.

This Eukoureustic is nothing more or less than Easy Shaving Soap, but many will buy Eukoureustic who would otherwise put up with Brown Windsor. Another man advertises a "Catadioptric Holophotal Lighthouse," to be exhibited somewhere. Another, soaring above the common herd, feels that such epithets, unless explained, excite contempt, and accordingly he apologises thus:

W. C. disclaims all pretension to exclusive empirical distinction, relying solely upon the above plain facts (which we have omitted) to secure the support of Gentlemen desiring excellence of fit and material at a moderate price; and in giving the name of Permistio Paletot to a leading garment of very general adoption, merely desires that Gentlemen may be assisted in ordering the article to distinguish the article required.

What charming modesty! and what long words!

Another man with a taste for poetry and a knowledge of human nature, feels that a heavy polysyllabic Greek epithet would not improve a hat; a hat should be light and unsubstantial. What can be better chosen than this:

"BEESWING ZEPHYR," (weighs 3 ozs.) 12s. 6d. REAL PANAMA HATS FOR SUMMER WEAR. THE PALM LEAF HAT, (very light,) 7s. 6d. each. REAL BEAVER HATS, FOR RUSTICATING, 16s. 6d.

Real Beaver Hats for rusticating! How considerate ! Doubtless hats of a serious and penitential appearance, for those members of the Universities who may have had occasion to retire to the country for a short period. But so it is, our every wants are anticipated. Here is a similar piece of forethought. Some people believe in John Bright, some we hear doat on him; but the cares of this busy world prevent us from thinking much of him; we would have something to carry about with us to remind