. The comedies, histories, tragedies, and poems of William Shakspere. orward mysteries of advertising were not thenstudied. Men had to make their plain an-nouncements, and to be attended to. The puff direct, and the puff collateral, and thepuff oblique were not then invented. Weshall probably return in some degree to thesimplicity of the old time, and once more becontent to set up our bills; for puffery hasdestroyed itself. When everything has becomealike superlative there are no superlatives. * Scene I.— Challenged Cupid at the flight:and my uncles fool, reading the challenge,s
. The comedies, histories, tragedies, and poems of William Shakspere. orward mysteries of advertising were not thenstudied. Men had to make their plain an-nouncements, and to be attended to. The puff direct, and the puff collateral, and thepuff oblique were not then invented. Weshall probably return in some degree to thesimplicity of the old time, and once more becontent to set up our bills; for puffery hasdestroyed itself. When everything has becomealike superlative there are no superlatives. * Scene I.— Challenged Cupid at the flight:and my uncles fool, reading the challenge,subscribed for Cupid, and challenged himat the bird-bolt. In Ben Jonsons Cynthias Revels Mercurysays to Cupid, I fear thou hast not arrows forthe purpose; to which Cupid replies, 0 yes,here be of all sorts, flights, rovers, and butt-shafts. Gifford explains that flights werelong and light-feathered arrows which wentlevel to the mark. These were the weaponsfor Cupid: and Benedick therefore is said tohave challenged Cupid at the flight, witharrows such as these :—. SCENE I.] But my uncles fool thought Benedick wasbetter qualified to match with him in the skil-ful use of that blunt and heavy weapon whoseemployment by those of his vocation has passed MUCH ADO ABOUT NOTHING. 71
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