| CHAP. | PAGE | | I. | INTRODUCTORY—NEWSPAPERS AND NEWSPAPER ADVERTISING | 1 | | II. | INTRODUCTORY—STREET AND GENERAL ADVERTISING | 19 | | III. | ANCIENT FORMS OF ADVERTISING | 33 | | IV. | MEDIÆVAL AND OTHER VARIETIES OF ADVERTISING | 43 | | V. | NEWSPAPER ADVERTISING FORESHADOWED—ITS EARLIEST USE—HOUGHTON’S LESSONS | 61 | | VI. | DEVELOPMENT OF ADVERTISING | 94 | | VII. | CONCLUSION OF SEVENTEENTH CENTURY | 120 | | VIII. | EARLY PART OF EIGHTEENTH CENTURY | 142 | | IX. | MIDDLE OF EIGHTEENTH CENTURY | 176 | | X. | THE EDUCATION COMPLETED | 205 | | XI. | CURIOUS AND ECCENTRIC ADVERTISEMENTS | 240 | | XII. | SWINDLES AND HOAXES | 304 | | XIII. | THE GREAT BOTTLE-TRICK SWINDLE | 365 | | XIV. | QUACKS AND IMPOSTORS | 373 | | XV. | GRAHAM AND HIS CELESTIAL BED | 411 | | XVI. | LOTTERIES AND LOTTERY INSURANCE | 422 | | XVII. | MATRIMONIAL ADVERTISEMENTS AND AGENCIES | 475 | | XVIII. | HANDBILLS, INSCRIPTIONS, ETC. | 510 | | XIX. | AMERICAN AND COLONIAL ADVERTISEMENTS | 556 | | XX. | ADVERSARIA | 597 |
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