A History of Advertising from the Earliest Times. by Henry Sampson
CHAPTER XV.
3595 words | Chapter 26
_GRAHAM AND HIS CELESTIAL BED._
In the year 1775 there commenced practice in London one of the most
extraordinary empirics of any time, whose name was Graham. He was the
son of a saddler in the Cowgate, Edinburgh, where he was born in 1745.
Having graduated as a doctor of medicine at the University of the modern
Athens, he practised for some time at Pontefract. After a short
residence in that town, Dr Graham went to America, where he figured as a
philanthropic physician, travelling for the benefit of mankind, to
administer relief in the most desperate diseases to patients whose cases
had hitherto puzzled ordinary physicians. And here he picked up a deal
of experience, which he put to the test on his return. Having the
advantage of a handsome person, a polite address, an agreeable
conversation, and great fluency of speech, he obtained admission into
the first circles, particularly in New England, where, as he himself
stated, he reaped “golden opinions.” Returning to England, he made an
excursion through the country, and according to his own account, was
eminently successful in curing many individuals whose cases had been
considered desperate. In 1775 Graham settled in London, opening a house
in Pall Mall, “nearly opposite the King’s Palace,” where he devoted his
attention specially to disorders of the ear and eye, and inserted
advertisements to that effect in the daily papers. These advertisements,
though by no means couched in so bombastic a style as Graham’s later
productions, still have an undeniable spice of quackery about them.
They are, however, rather too lengthy for insertion. One of them which
appeared on February 9, 1776, after stating that from motives of
delicacy the Doctor made it an invariable rule never on any account to
mention the cure, however extraordinary, of any person, poor or rich,
gives the following particulars of his practice:--
Dr Graham began to practise in London, Feb. 1, 1775, and the following
is the general state of his Practice in disorders of the Eye and Ear:
from that time to November 1, being a period of nine Months, cures or
relieved 281; refused as incurable on their first Application, 317;
after a short Trial (by desire) found incurable 47; dismissed for
Neglect, etc. 57; country, foreign, and other Patients, events
unknown, 381.
After residing in London for some time, he visited Scotland, and was
employed by people of the first quality, who were tempted to put
themselves under his care by the fascination of his manner and the fame
of his wondrous cures. So popular was he that he might have settled in
Edinburgh to great advantage, but he preferred returning to England. He
fixed his abode in London, where he set on foot one of the most original
and extravagant institutions that could well be imagined, the object of
which was, according to the _ipsissima verba_ of one of the Doctor’s
advertisements, “the propagation of a much more strong, beautiful,
active, healthy, wise, and virtuous race of human beings, than the
present puny, insignificant, foolish, peevish, vicious, and nonsensical
race of Christians, who quarrel, fight, bite, devour, and cut one
another’s throat about they know not what.” The idea was original and
singular in the highest degree; but he founded his hopes on a perfect
knowledge of human nature, and the success which attended his experiment
proved that he had calculated with judgment. It has been assumed by some
that he really believed in his own statements. That must have been the
result of repeating them so often, and in this particular he was by no
means singular. In May 1779 he opened what he called “The Temple of
Health” in the Adelphi, the purposes of which may be best understood
from one of his advertisements which appeared in the _Morning Herald_
and other newspapers pretty constantly between 1778 and 1781:--
TEMPLE OF HEALTH, Adelphi.
To their Excellencies the Foreign Ambassadors, to the Nobility,
Gentry, and to Persons of Learning and of Taste.
By Particular Desire, the Exhibitions at the TEMPLE of HEALTH will be
continued as usual every TUESDAY, THURSDAY, and SATURDAY Evenings,
till the TEMPLE of HYMEN be opened, which will be announced in the
Public Papers.
THE CELESTIAL BRILLIANCY of the Medico-Electrical Apparatus in all the
apartments of the Temple, will be exhibited
By Dr. GRAHAM himself
Who will have the honour of explaining the true Nature and Effects of
Electricity, Air, Music, and Magnetism when applied to the Human Body.
In the Introductory Oration, the whole Art of enjoying Health and
vigour of Body and of Mind, and of preserving and exalting personal
beauty and loveliness; or in other words of living with Health,
Honour, and Happiness, in this world for at least an hundred years, is
pointed out and warmly inculcated. Previous to the display of the
Electrical Fire, the Doctor will delicately touch upon the CELESTIAL
BEDS which are soon to be opened in the Temple of Hymen, in Pall Mall,
for the propagation of Beings, rational and far stronger and more
beautiful in mental as well as in bodily Endowments, than the present
puny, feeble and nonsensical race of Christians--probationary
immortals, which crawl and fret, and cut one anothers throat for
nothing at all, on most parts of this terraqueous globe.
This Apparatus which visibly displays, as it were, the various
facilities of the material Soul of universal and eternal Nature, is
acknowledged by all who have seen it, to be by far the largest, most
useful and most magnificent that now is or that ever was in the world.
Admittance 5s.
But in order that Persons of every Rank may have a View of this most
magnificent Apparatus, the Temple of Health may be viewed every Day
this Week, from two o’Clock in the Afternoon till eight at Night.
Admittance 1s.
_N.B._--A Pamphlet is now published, (by permission) with the
particulars of several hundred Cures in confirmed Diseases, lately
performed at the Temple of Health, with the Names and Residence of the
Patients, at their own particular Desire, to be had of the Porter at
the Temple, price only 3d.
As a further attraction to his establishment, Graham secured the
services of a beautiful young woman, whom he styled “Vestina, the Rosy
Goddess of Health,” who presided over the evening lectures, and,
according to the advertisements, assisted “at the display of the
Celestial Meteors, and of that sacred Vital Fire over which she watches,
and whose application in the cure of diseases, she daily has the honour
of directing.” The lady who acted this part subsequently became
notorious as the wife of Sir William Hamilton, ambassador to the Court
of Naples. Her name was Emma Hart, and before she was raised to the
dignity of Goddess of Health, she had officiated in the more humble
capacity of nursery and lady’s maid in gentlemen’s families. Eventually,
after having sat as model to Romney and other painters, and having lived
under the protection of different gentlemen, she was finally married in
1791 at St George’s, Hanover Square, to Sir William Hamilton. Her
subsequent connection with Lord Nelson, and her power over that great
naval hero but weak human being, as well as the humiliating positions in
which she placed her dotard of a husband, form part of the history of
this country.
In another of his advertisements Graham offers to explain “the whole art
of enjoying health and vigour of body and mind, and of preserving and
exalting personal beauty and loveliness; or, in other words, of living
with health, honour, and happiness in this world, for at least a hundred
years.” One of the means for ensuring this end was the constant use of
mud baths; and that the Doctor might be observed to practise what he
preached, he was to be seen, on stated occasions, immersed in mud to the
chin, accompanied by Vestina, who had only then recently left off
nursing children and attending on ladies. Her beauty attracted general
attention, and brought Graham a deal of practice. While she remained in
the mud bath, she had her hair elaborately dressed in the prevailing
fashion, with powder, flowers, feathers, and ropes of pearls; Graham
appearing in an equally elaborate wig.
In the spring of 1781 the Temple of Health was removed to Schomberg
House (now the Ordnance Office), Pall Mall, and the “Temple of Hymen”
and “Celestial Bed” were exhibited to the gaze of the profane and the
curious. Altogether the establishment was of a very extraordinary
description. The front was ornamented with an enormous gilt sun, a
statue of Hygieia, and other attractive emblems; the suites of rooms
were superbly furnished, and the walls decorated with mirrors, so as to
confer on the place an effect like that of an enchanted palace. All the
exertions of the painter and sculptor, all the enchantments of vocal and
instrumental music, all the powers of electricity and magnetism, were
called into operation to enliven and heighten the scene. In a word, all
that could delight the eye or ravish the ear, all that could please the
smell, give poignancy to the taste, or gratify the touch, were combined
to give effect to the whole--at least such was his own account. As a
further means of attraction, he hired two men of extraordinary stature,
two sons of Anak, whom he appareled in showy and startling liveries, and
each of whom wore an enormous cocked-hat, whose business it was to
distribute bills from house to house through the town. These handbills
were curiously suggestive of the wonderful Doctor’s general bombastic
style. Here is one of them:--
_Temple of Health and of Hymen. Pall Mall._
THE LECTURE at the above place having been received by very numerous,
polite and brilliant audiences of Ladies and Gentlemen with unbounded
applause, it will be repeated This and every Evening this Week; and
precisely at 8 o’clock the Gentleman Usher of the Rosy Rod, assisted
by the High Priestess, will conduct the rosy, the gigantic, the
stupendous Goddess of Health to the Celestial Throne.
The blooming PRIESTESS of the TEMPLE will endeavour to entertain
Ladies and Gentlemen of candour and good nature, by reading a Lecture
on the simplest and most efficacious means of preserving health,
beauty, and personal loveliness, and serene mental brilliancy, even to
the extremest old age.
VESTINA, the GIGANTIC! on the Celestial Throne, as the Goddess of
Health, will exhibit in her own person, a proof of the all-blessing
effects of virtue, temperance, regularity, simplicity, and moderation;
and in these luxurious, artificial, and effeminate times, to recommend
those great virtues.
The Temple (which exhibits more riches, more elegance, and more
brilliancy than any royal Palace in the world) will as usual be
sweetly illuminated with wax, in the highest, most dazzling, and most
celestial magnificence from 7 till 10 o’clock, This evening and every
Evening this week, and the Lecture will begin precisely at eight. Both
before and after the Lecture, one of Vestina’s Fairy Train will warble
forth sweet celestial sounds.--_Admittance only_ ONE SHILLING.
The magnificent Electrical Apparatus, and the supremely brilliant and
_unique_ decorations of this magical Edifice--of this enchanting
Elysian Palace! where wit and mirth, love and beauty--all that can
delight the soul, and all that can ravish the senses, will hold their
court, This and every Evening this week, in chaste and joyous
assemblage.
⁂ Ladies of rank and character are assured, that nothing will be said
or seen, which can give even the smallest offence to the chastest and
most delicate female eye or ear, and that every thing will be
conducted with the most perfect decency and decorum.--Ladies are
requested to come early, in order that they may be agreeably
accommodated with seats.
⁂ A very few copies still remaining of Dr. Graham’s Private Advisers
(_sealed up, price One Guinea_) to those Ladies and Gentlemen who wish
to have children, or to become snowy pillars of Health and Beauty,
studded as it were with roses, and streaked with celestial blue, may
now be had at only Half a Guinea; his other curious and eccentric
works, containing full descriptions of his Travels, Discoveries,
Improvements, Principles, Cures, Electrical Apparatus, etc.--formerly
3s. 6d., now only 1s. 9d., and VESTINA, the rosy Goddess’s warm
Lecture, price 2s. 6d.
☞ All Dr. Graham’s Medicines to be had as usual, at the Temple of
Health.
Note. Ladies and Gentlemen Electrified.
All went well for a time, and the Temple was nightly crowded with silly
people who paid their half-guineas, for the shilling of the
advertisements only just admitted to the “body of the hall.” Sometimes
there were magnificent illuminations and Elysian promenades for both
ladies and gentlemen, to which persons in masks were also admitted. “The
enchanting glory of these seemingly magical scenes,” said the
advertisements, “will break forth about seven, and die away about ten
o’clock; during which time Oriental odours and ætherial essences will
perfume the air, while the hymænal sopha blazes forth with the plenitude
of the soft lambent celestial fire.” Having opened such scenes to the
eyes of the wondering world, the Doctor thus addresses his
contemporaries in another advertisement:--
TEMPLE OF HEALTH AND HYMEN,
PALL MALL,
_Near the King’s Palace._
IF there be one human Being, rich or poor, Male or Female, or of the
doubtful Gender, in or near this great Metropolis of the World, who
has not had the good Fortune and the Happiness of hearing the
celebrated Lecture, and of seeing the grand celestial Bed, the
magnificent electrical Apparatus, and the supremely brilliant and
unique Decorations of this magical Edifice, of this enchanting Elysian
Palace!--where Wit and Mirth, Love and Beauty--all that can delight
the Soul and all that can ravish the Senses--will hold their Court,
this, and every Evening this week, in chaste and joyous
Assemblage--let them now come forth, or for ever afterwards let them
blame themselves and bewail their irremediable Misfortune.
But the most important feature of Dr Graham’s establishment was the
Celestial Bed. This wonder-working piece of furniture was made by one
Denton,[39] a tinman, who lived in Coventry Street, and subsequently
kept a bookseller’s shop in High Holborn, and it was said to have cost
£12,000. It was beautifully carved and gilt, covered with silk damask,
supported by twenty-eight glass pillars, and surmounted by a richly
carved and gilt canopy, from which crimson silk curtains with fringe and
tassels were suspended. Graham pretended that married couples without
children might have heirs by sleeping in this bed, for which privilege
he demanded one hundred pounds per night; and such is the folly of
wealth, that persons of high rank were named who had acceded to these
terms. This modern Æsculapius sold also for half a guinea a “Treatise on
Health,” which was intended to render marriages happy, and entered into
full particulars of the means to ensure this great and important object.
After a long list of preliminary and necessary preparations, the
principal of which was the utmost attention to cleanliness, the writer
insisted on certain regulations. He recommended particularly the
practice of early hours for rising and for retiring to rest. He advised
that in bed-chambers the light, especially that of the moon, should not
be excluded by curtains. He confessed he could give no sufficient reason
for this predilection for the lunar rays, but observed that there are a
thousand things in nature which exist without our being able to explain
the reasons of their existence. He also advised married people to sing
sometimes. “Music,” said he, “softens the mind of a happy couple, makes
them all love, all harmony; their bodies, their souls unite, their
existence is melted into a single being, which yields itself up with
rapture to divine transports, and loses itself in an Elysium of bliss.
In this state, this incessantly progressive enjoyment, the happy couple
imagine themselves raised above this world, and become inhabitants of a
superior region.” Thus he continued, till coming at last to the
principal part of his discourse: “When the preliminary regimen which I
have just described has been scrupulously observed and followed, and a
new vigour has been acquired by drinking of the divine balm, which for
the benefit of the human race, I have concocted with my own hand, and
which, however, costs only a guinea a bottle, and when all these means
have not proved sufficient for arriving at the end proposed, the last
must then be absolutely applied to, that most extraordinary expedient
which I alone possess, and which cannot fail. This agent is a most
marvellous celestial bed, which I call magnetico-electric; it is the
first, the only one in the world, or that ever existed. It is placed on
the second floor, in a large and elegant hall, on the right hand of my
orchestra, and immediately before my charming hermitage. In a
neighbouring closet is placed a cylinder by which I communicate the
celestial fire to the bed-chamber, that fluid which animates and
vivifies all, and those cherishing vapours and Oriental perfumes, which
I convey thither by means of tubes of glass. The celestial bed rests on
six massy and transparent columns; coverings of purple, and curtains of
celestial blue surround it, and the bed-clothes are perfumed with the
most costly essences of Arabia: it is exactly similar to those that
adorn the palaces in Persia, and to that of the favourite sultana in the
seraglio of the Grand Turk. This bed is the fruit of the most laborious
industry, and of the most indefatigable zeal. I will not mention the
sums it has cost me: they are immense. I shall only add that I have
omitted none of those precautions which decency and delicacy have a
right to exact. Neither I, nor any of my people, are entitled to ask who
are the persons that rest in this chamber, which I have denominated the
Holy of Holies. This bed is never shown to those who come only to view
the accessory parts. This precaution is as proper as it is delicate; for
is there a being frigid enough to resist the influence of that pleasure,
of those transports which this enchanting place inspires? It furnishes
the grossest imagination with the means of refining its enjoyments, of
multiplying its pleasures, and of carrying them to their highest degree.
But the consequences are cruel; such dangerous refinements on the
pleasures of the senses abridge the period of life, and relax the
springs both of body and mind. Persons, however, who would penetrate to
this throne of pleasure, are intreated to signify their desire to me in
writing, and having appointed the night, and enclosed a bank-bill for
fifty pounds, I shall furnish them with an admission ticket.”
Ultimately, as the demand decreased, the price was reduced to
twenty-five pounds, and it is said that even less was at times taken.
It is not to be supposed that Graham’s contemporaries, except the
weakest and most idiotic, believed in the marvellous effects attributed
to this bed, or supposed that the Doctor had any motive in making his
statements other than those which generally actuate quacks, and lead
them into exaggerations. He and certain rich voluptuaries worked very
well together with regard to this couch, as may be gathered from various
satirical allusions in newspapers of the time, caricatures, &c. It is
certain that spendthrifts and men of pleasure were the most profitable
customers of the great empiric. The more the “Holy of Holies” began to
be visited, the more did Graham add to the luxury and magnificence of
the place; but in the month of March 1784 the farce was played out, the
Temple of Health was shut, and all the furniture and apparatus put up
for public sale. All the paraphernalia which had cost so much money, and
with which he was identified--the superb temple of Apollo, the immense
electrical machine, the instruments of music which played incessantly,
and even the famous celestial bed itself--all fell in one common ruin
under the ruthless hammer of the auctioneer.
In a note which serves as a supplement to the description of the
Celestial Bed, the Doctor adds: “Nothing is more surprising than the
truly divine energy of this celestial and electric fire, which fills
every part of the bed, as well as the magnetic fluid, both of them
calculated to give the necessary degree of strength and exertion to the
nerves. Besides the melodious tones of the harmonica, the soft sounds of
a flute, the charms of an agreeable voice, and the harmonious notes of
the organ, being all joined, how can the power and virtue of such a
happy conjunction fail in raising sentiments of admiration and pleasure
in the soul of the philosopher, and even of the physician?”
According to the advertisements, the descriptive exhibition of the
apparatus in the daytime was conducted by an “officiating junior
priest.” This office was filled by a young medical man named Mitford,
afterwards well known as, among other things, father of the celebrated
authoress. Graham’s expenses were very heavy, and when after a time his
advertisements failed to draw he fell into poverty, and it is said died
in very straitened circumstances near Glasgow.
[39] This Denton was a man of great mechanical skill, who made some
very curious automaton figures. He was afterwards tried for coining,
and acquitted on that charge, but was found guilty on a second count
of having implements of coining in his possession. For this crime he
was executed at Tyburn, on which occasion Dr Graham was present.
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