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A luncheon was given recently in London to Sir Hedley Le Bas, who has been knighted in recog-

nition of his services in connection with the publicity campaign for securing recruits. In replying to the toast of his health, Sir Hedley Le Bas said that he had frequently been regarded as having initiated advertising for recruits for the army. He believed however, that the first advertisement in connection with army advertising was issued in 1802. It was addressed to the Warriors of Manchester, and ran as follows:—

"In times of common danger when the plunderer of nations would convert English liberty into French oppression, there is no alternative between resistance of slavery. We must all be soldiers. Our services will be thankfully received either in Eng land or abroad. You, therefore, who feel a pleasure in seeing foreign countries have now an opportunity of visiting Gibraita, where soldiers are looked upon as kings* and are so much respected that Spaniards coming into the garrison and returning to their friends cry, 'Who would be a Spanish prince when he had the power to be an English soldier?' In Gibraltar you will be envied by all men. You will be courted and adored by all women. "Would you make your fortune with the fair sex? Here are ladies of all countries to choose ou t of —love speaks for itself, and they know that Englishmen excel in its attributes. Warriors of Manchester, clothe yourself in red and convince these ladies that you are Englishmen. Here also is an asylum for those noblehearted young men who have had spirit enoug-h to get into debt by drinking the health of their Kingj and have not the means to pay those who have been so patriotic as to trust them. In addition to those advantages Gibraltar offers many peculiar comforts —a fine healthy climate, subject to no excess of heat or cold, plenty of provisions, such as beef, mutton, potatoes, etc., best poi't wine 3d per quart, rum, gin, brandy 10d per quart, tobacco Is per lb. In short, the luxury is so self evident that when one sees a fat soldier in England it is a common proverb to say, 'Such a one has been living in Gibraltar. , Warriors of Manchester, join the army and go to Gibraltar." Sir Hedley said he had issued many advertisements, but never a more telling advertisement than that.

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Bibliographic details

ARMY ADVERTISING., Akaroa Mail and Banks Peninsula Advertiser, Volume LXXV, Issue 3535, 11 April 1916

Word Count

ARMY ADVERTISING. Akaroa Mail and Banks Peninsula Advertiser, Volume LXXV, Issue 3535, 11 April 1916

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