BRIDES AS TRADE ANNOUNCEMENTS.

Star (Christchurch), Issue 5733, 28 November 1896, Page 3

BRIDES AS TRADE ANNOUNCEMENTS.

(English. Paper.) Nothing attracts more attention than a showy wedding ; so it is not strange that novelty-loving advertisers have turned this to good account. . Sonic recent weddings — chiefly American — were nothing more or less than huge trade advertisements. A blushing south country bride allowed the auspicious occasion of her life to be the means of flaunting the goods of a fashionable draper before the eyes of the public. As tho heroine was a popular character in tho neighbourhood, the assembly was a large and influential one. Clad in a charming gown of spotless piuity, the bride looked especially sweet; and not less pleasing was a baker's dozen of bridesmaids, whose straw-coloured dresses were the envy of the fair sex. These creations were the special products of the establishment in whose favour the bride posed — a fact which had previously been widely announced, and the " advertisement wedding" proved a huge success, if crowds of curious sightseers constitute that quality. Of course, the bride was presented with a substanial memento of tho occasion by the shrewd draper ; while the gowns had been made free gratis, little additions in the shape of gloves and ornaments being included in the bargain. One of the prettiest semi-fashionable weddings was rendered prosaic because the entire display was a speaking announcement on behalf of a hard-headed florist, who supplied everything in the way of flower decorations, from the superb horseshoo of lovely orchids that rested by the altar rails to the shower-bouquets carried by the attendant maids. There was no exhibition of niggardliness in the mattei* of exquisite blossoms, for everything was on a scale of prodigal extravagance. Everybody present, and hundreds who were unable to gain admission knew that the flowers -had been provided free ; but, so that this information should , by no means be disregarded, the florist's cards were freely distributed outside the church gates. This was a somewhat expensive advertisement, for, besides the lavish provision of flowers, there was a snug sum given to the bride for graciously permitting the occasion to be thus appropriated. An American paper, in announcing the forthcoming wedding of a local celebrity, wound up the paragraph by sweetly observing that tlie bride would wear G 's famous two-and-elevenpenny white • satin shoes on the eventful day. What consideration the lady of " the white shoon " would receive we can only conjecture, but very likely many curious eyes would descend beyond the hem of the bridal gown, when the wearer issued in sight. : Permission was given a silversmith to exhibit the presents of a popular actress on! her wedding morning, a huge window-being') dedicated to their display. The bride and hermaids>woro triumphs-of the jeweller's art in the shape bf elaborately-worked, silver belts, and the guests were awarded trophies in tbe guise of silver brooches, and cravat-pins. This free expenditure of gifts was duly paragraphed in the papers, so that altogether the enter-* prising tradesman secureda good advertise- , ment- in retnrnrf or InsJbenaficflnoe. j

ancl within the church gates at a recent wedding in a Yorkshire town, by a wellknown manufacturer, with an eye to advertisements of unique character. Down tho aisle another velvety length was laid, and attention was pretty well divided between tho bride and the plush-pile floor covering. American brides, of course, are nothing if not of the go-ahead type. Several recent ones have more than realised the expenses of the honeymoon trip by throwing from the departing cab circular*-, cards, and tradesmen's samples, such being eagerly scrambled for by the admiring throng. Sugar lozenges, each bearing a trade announcement, were disseminated by one newly-married couple immediately before the vehicle drove away, sweet reminders of where to make your next purchase. Twelve Transatlantic 'maids attended a fair bride, whose hair was dressed d la mode for tho event by a fashionable coiffure artist. To exhibit the lattor's skill more efficiently, the bevy of bridesmaids— whoso hair was of all shades, from pale gold to jetty black, Titian red being also represented — wore coiffures of various styles, and, contrary to custom, walked bareheaded up the aisle. As this display of feminine glory had i been previously and extensively published, there was" more than the customary collection of curious sightseers, and the hairdresser secured an advertisment that had tho merit of originality Gven for very original America.