au moment où celui-ci prenait tardivement le chemin de fer. Il lui saute au collet:
—Miserable! tu m’as ruiné!
L’autre répond, sans s’émouvoir:
—Oui, monsieur... mais quelle réclame pour la maison!
Sometimes the advertisement is given in an indirect manner: thus the public read the following in the day’s paper:—
Un détail amusant.
Sur le rideau d’annonces des Bouffes on peut lire ce qui suit:
Mesdames, souvenez-vous que les vieilles robes et les ameublements fanés teints par la maison X... sont plus beaux que neufs!
Comme c’est bien en situation!
The next time the reader goes to the theatre the advertisement alluded to catches his eye, and the address is fixed in his memory.
The réclame is at present an important feature of French journalism. It generally pays all parties concerned in its manufacture, and its existence is therefore likely to continue for long. The reader has only to pick up Le Gaulois, Le Figaro, or any of the Parisian lighter papers, and he will be enabled to see for himself to what an extent commerce has infected the Gallic press.
Turning from the réclames to the advertisements proper, we find there are five distinct specimens of the latter, so far as style is concerned. Each one