Cigarette Products:

The Social History of Smoking

George Latimer Apperson

Chapter 1:

Every one knows the legend of the water (or beer) thrown over Sir Walter by his servant when he first saw his master smoking, and imagined he was on fire. The story was first associated with Raleigh by a writer in 1708 in a magazine called the British Apollo. According to this yarn Sir Walter usually "indulged himself in Smoaking secretly, two pipes a Day; at which time, he order'd a Simple Fellow, who waited, to bring him up a Tankard of old Ale and Nutmeg, always laying aside the Pipe, when he heard his servant coming." On this particular occasion, however, the pipe was not laid aside in time, and the "Simple Fellow," imagining his master was on fire, as he saw the smoke issuing from his mouth, promptly put the fire out by sousing him with the contents of the tankard. One difficulty about this story is the alleged secrecy of Raleigh's indulgence in tobacco. There seems to be no imaginable reason why he should not have smoked openly. Later versions turn the ale into water and otherwise vary the story.

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The Social History of Smoking

George Latimer Apperson

Chapter 15:

Addison, in the twenty-eighth Spectator, April 2, 1711, took note of the severance which had taken place between sign and trade, and of the absurdity that the sign no longer had any significance. After satirizing first, the monstrous conjunctions in signs of "Dog and Gridiron," "Cat and Fiddle" and so forth; and next the absurd custom by which young tradesmen, at their first starting in business, added their own signs to those of the masters under whom they had served their apprenticeship; the essayist goes on to say: "In the third place I would enjoin every shop to make use of a sign which bears some affinity to the wares in which it deals. What can be more inconsistent than to see ... a tailor at the Lion? A cook should not live at the Boot, nor a Shoe-maker at the Roasted Pig; and yet for want of this regulation, I have seen a Goat set up before the door of a perfumer, and the French King's Head at a sword-cutler's."

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