Although best remembered as a dramatist, Edward Moore (1712-1757) contributed many essays to various 18th-century London periodicals and served as editor of The World from 1753 to 1756.
Moore's essay on the double entendre, which appeared (without title or byline) in one of the final issues of The World, makes the point that women are "by no means inferior to the men in the happy talent of conveying the archest ideas imaginable in the most harmless words." Note how Moore's own double entendres gently undermine the avowed "purity" of his intentions.The Double Entendre
by Edward Moore
Of all the improvements in polite conversation, I know of nothing that is half so entertaining and significant as the double entendre. It is a figure in rhetoric, which owes its birth, as well as its name, to our inventive neighbours the French; and is that happy art, by which persons of fashion may communicate the loosest ideas under the most innocent expressions. The ladies have adopted it for the best reason in the world: they have long since discovered, that the present fashionable display of their persons is by no means a sufficient hint to the men that they mean any thing more than to attract their admiration: the double entendre displays the mind in an equal degree, and tells us from what motives the lure of beauty is thrown out. It is an explanatory note to a doubtful text, which renders the meaning so obvious, that even the dullest reader cannot possibly mistake it. For though the double entendre may sometimes admit of a moral interpretation as well as a wanton one, it is never intended to be understood but one way: and he must be a simple fellow indeed, and totally unacquainted with good company, who does not take it as it was meant.
But it is one thing to invite the attacks of men, and another to yield to them; and it is by no means a necessary implication, that because a lady chooses to dress and talk like a woman of the town, she must needs act like one. I will be bold to assert that the contrary happens at least ten or a dozen times within the space of a twelvemonth; nay, I am almost inclined to believe, that when an enterprising young fellow, who, from a lady's displaying her beauties in public to the utmost excess of the mode, and suiting her language to her dress, is apt to fancy himself sure of her at a tête-à-tête, it is not above four to one but he may meet with a repulse. Those liberties indeed, which are attended with no ruinous contingencies, he may reasonably claim, and expect always to be indulged in, as the refusal of them would argue the highest degree of prudery; a foible, which in this age of nature and freedom, the utmost malice of the world cannot lay to the charge of a woman of condition; but it does not absolutely follow, that because she is good humoured enough to grant every liberty but one, she must refuse nothing.
It may possibly be objected, that there is neither good breeding nor generosity in a lady's inviting a man to a feast, when she only means to treat him with the garnish; but she is certainly mistress of her own entertainment, and has a right to keep those substantials under cover, which she has no mind he should help himself to. A hungry glutton may, as the phrase is, eat her out of house and home; and if he will not be satisfied with whips and creams, he may carry his voraciousness to more liberal tables. A young lady of economy will admit no such persons to her entertainments; they are a set of robust unmannerly creatures, who are perpetually intruding themselves upon the hospitable and the generous, and tempting them to those costly treats, that have in the end undone them, and compelled them ever after to keep ordinaries for their support.
From this consideration, it were heartily to be wished that the ladies could be prevailed upon to give fewer invitations in public places; since the most frugal of them cannot always answer for her own economy: and it is well known that the profusion of one single entertainment has compelled many a beautiful young creature to hide herself from the world for whole months after. As for married ladies indeed, who have husbands to bear the burden of such entertainments, and rich widows who can afford them, something may be said; but while gluttons may be feasted liberally at such tables, and while there are public ordinaries in almost every parish of this metropolis, a single lady may beg to be excused.
But to return particularly to my subject. The double entendre is at present so much the taste of all genteel companies, that there is no possibility either of being polite or entertaining without it. That it is easily learnt is the happy advantage of it; for as it requires little more than a mind well stored with the most natural ideas, every young lady of fifteen may be thoroughly instructed in the rudiments of it from her book of novels, or her waiting maid. But to be as knowing as her mamma in all the refinements of the art, she must keep the very best company, and frequently receive lessons in private from a male instructor. She should also be careful to minute down in her pocket-book the most shining sentiments that are toasted at table; that when her own is called for, she may not be put to the blush from having nothing to say that would occasion a modest woman to blush for her. Of all the modern inventions to enliven conversation, and promote freedom between the sexes, I know of nothing that can compare with these sentiments; and I may venture to affirm, without the least flattery to the ladies, that they are by no means inferior to the men in the happy talent of conveying the archest ideas imaginable in the most harmless words, and of enforcing those ideas by the most significant looks.
Concluded on page two
