| 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 EARLIESTUSE—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] |