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English Language - A2 - Language Change - Advertisements

Advertisement from the Weekly Journal or the British Gazetteer - 4th February 1727

To prevent the Publick’s being impos’d upon by Counterfeits,
TheTrue, Original, Royal, Chymical Washballs, which have been sold upward of twenty years, at the corner of Pope’s-Head-Alley, over against the Royal-Exchange in Cornhill, are still continu’d to be sold by John Lambert, gloveseller, who will attest them to be the very Original Washballs, and assert it with an affidavit if requir’d, notwithstanding any thing that may be falsely publish’d by his adversary to the contrary; he is remov’d from the corner of Pope's- Head-Alley, two doors higher, to the Sign of the Flower-de-luce, joining to the Royal Union Coffee-house. These balls have not the least grain of mercury, or any thing pernicious; but are highly recommended by those that use them for beautifying the hands and face and making the skin so soft and smooth as not to be parallel’d by wash-powder, or cosmetic, &c. and is a real beautifier of the skin, by taking off all deformities, tetters, ring-worms, morphew, sunburn, scurf, pimples, pits, or redness of the small-pox, keeping it of a lasting and extreme whiteness. It soon alters red or rough hands, and is admirable shaving in the head, it not only gives an exquisite sharpness to the razor, but so comforts the brain and nerves as to prevent catching cold, and is of a grateful and pleasant scent. They are sold only by Mr. Lambert, as above, and at Mr. King’s Toy-shop, in Westminster-Hall. Price one shilling each, and allowance by the dozen. Beware of counterfeits. Mr. Lambert likewise sells all sorts of gloves wholesale and retail, mens velvet-caps, night-caps, &c. wig-bags, ribbon, silk-handkerchiefs, &c. As also mens and womens stocking; all at reasonable rates.

Use of alliteration, typical of modern advertising copy
The implication here is that other wash balls - that is, competitor's products - do use mercury
The co-ordinating conjunction 'but' used throughout the text
The co-ordinating conjunction 'and' used throughout the text
Use of the infinitive clause to open the text
Minor sentence used to emphasise value of the product
Imperative sentence
Use of noun phrases throughout
The verb 'is' (third person present tense of the verb 'be') is used here rather than 'has' (third person present tense of the verb 'have') which we would use today
Passive verb use, a common feature in this text
This sentence begins with an asyndetic list of pre-modifiers used to promote the product
Gerund phrase (the passive verb phrase 'being imposed upon...' is employed as a noun phrase)
The preposition 'against' sounds odd; today we would be more likely to say 'beside'
Evidence of semantic shift as the noun 'allowance' is here used to denote a reduction in price
Evidence of semantic shift as the adjective 'grateful' is here used to mean pleasing or agreeable
The noun stocking is not marked for plurality
The noun 'cosmetic' is now only used in its plural form 'cosmetics' or as an adjective
Evidence of semantic shift in this phrasal verb as today we would be more likely to say 'removing' or 'taking away' in this context
Latinate vocabulary now archaic except as part of legal jargon
Evidence of semantic shift as today we would say 'moved' (although the term 'removals' still remains in use for moving house)
Evidence of semantic shift as today we would say 'upwards'
Adverb used to emphasise the exclusivity of the product
Use of an intensifier
One of a number of positive modifiers
Adjective 'Royal' used to mean 'magnificent' but also carries connotations of the highest status
Use of a comma to separate compound sentences; such comma splicing would, according to today's standards, be perceived as an error
The third of three semi-colons in the text; this would be a comma in the standard English of today
The second of three semi-colons in the text; this would be a comma in the standard English of today
One of only three semi-colons in the text; this would be a full stop in the standard English of today
The use of hyphens is much more common than in modern English
The use of hyphens is much more common than in modern English
Some adjectives, as well as many nouns, are capitalised; in this case, for emphasis
Use of ampersand as part of abbreviated 'etcetera'
No apostrophe used to mark possession: shows a lack of consistency across the text as it used in Publick's and Pope's
No apostrophe used to mark possession: shows a lack of consistency across the text as it used in Publick's and Pope's
Use of ampersand as part of abbreviated 'etcetera'
This is an anglicised spelling of the French loan phrase 'fleur-de-lys'
This is the definitive spelling according to Johnson's 1755 dictionary.
Apostrophe used instead of the 'e' in –ed suffixes when, as in this case, the suffix is not pronounced as a separate syllable
The 'ick' suffix, now archaic, was the definitive spelling according to Johnson's dictionary and was used throughout the C18th
Archaic lexis. Morphew: skin blotches
Archaic lexis. Tetters: herpes eruptions

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