My friend did not pursue his inquiry to my personal disadvantage, but seemed to prefer a more general philosophy of the matter.
“I have often wondered,” he said, “at the enormous expansion of advertising, and doubted whether it was not mostly wasted. But my author, here, has suggested a brilliant fact which I was unwittingly groping for. When you take up a Sunday paper”—I shuddered, and my friend smiled intelligence—“you are simply appalled at the miles of announcements of all sorts. Who can possibly read them? Who cares even to look at them? But if you want something in particular—to furnish a house, or buy a suburban place, or take a steamer for Europe, or go, to the theatre—then you find out at once who reads the advertisements, and cares to look at them. They respond to the multifarious wants of the whole community. You have before you the living operation of that law of demand and supply which it has always been such a bore to hear about. As often happens, the supply seems to come before the demand; but that’s only an appearance. You wanted something, and you found an offer to meet your want.”
“Then you don’t believe that the offer to meet your want suggested it?”
“I see that my author believes something of the kind. We may be full of all sorts of unconscious wants which merely need the vivifying influence of an advertisement to make them spring into active being; but I have a feeling that the money paid for advertising which appeals to potential wants is largely thrown away. You must want a thing, or think you want it; otherwise you resent the proffer of it as a kind of impertinence.”
“There are some kinds of advertisements, all the same, that I read without the slightest interest in the subject matter. Simply the beauty of the style attracts me.”
“I know. But does it ever move you to get what you don’t want?”
“Never; and I should be glad to know what your author thinks of that sort of advertising: the literary, or dramatic, or humorous, or quaint.”
“He doesn’t contemn it, quite. But I think he feels that it may have had its day. Do you still read such advertisements with your early zest?”
“No; the zest for nearly everything goes. I don’t care so much for Tourguenief as I used. Still, if I come upon the jaunty and laconic suggestions of a certain well-known clothing-house, concerning the season’s wear, I read them with a measure of satisfaction. The advertising expert—”
“This author calls him the adsmith.”
“Delightful! Ad is a loathly little word, but we must come to it. It’s as legitimate as lunch. But as I was saying, the adsmith seems to have caught the American business tone, as perfectly as any of our novelists have caught the American social tone.”
“Yes,” said my friend, “and he seems to have prospered as richly by it. You know some of those chaps make fifteen or twenty thousand dollars by adsmithing. They have put their art quite on a level with fiction pecuniarily.”
“Perhaps it is a branch of fiction.”
“No; they claim that it is pure fact. My author discourages the slightest admixture of fable. The truth, clearly and simply expressed, is the best in an ad.
“It is best in a wof, too. I am always saying that.”
“Wof?”
“Well, work of fiction. It’s another new word, like lunch or ad.”
“But in a wof,” said my friend, instantly adopting it, “my author insinuates that the fashion of payment tempts you to verbosity, while in an ad the conditions oblige you to the greatest possible succinctness. In one case you are paid by the word; in the other you pay by the word. That is where the adsmith stands upon higher moral ground than the wofsmith.”
“I should think your author might have written a recent article in The————-, reproaching fiction with its unhallowed gains.”
“If you mean that for a sneer, it is misplaced. He would have been incapable of it. My author is no more the friend of honesty in adsmithing than he is of propriety, He deprecates jocosity in apothecaries and undertakers, not only as bad taste, but as bad business; and he is as severe as any one could be upon ads that seize the attention by disgusting or shocking the reader.
“He is to be praised for that, and for the other thing; and I shouldn’t have minded his criticising the ready wofsmith. I hope he attacks the use of display type, which makes our newspapers look like the poster- plastered fences around vacant lots. In New York there is only one paper whose advertisements are not typographically a shock to the nerves.”
“Well,” said my friend, “he attacks foolish and ineffective display.”
“It is all foolish and ineffective. It is like a crowd of people trying to make themselves heard by shouting each at the top of his voice. A paper full of display advertisements is an image of our whole congested and delirious state of competition; but even in competitive conditions it is unnecessary, and it is futile. Compare any New York paper but one with the London papers, and you will see what I mean. Of course I refer to the ad pages; the rest of our exception is as offensive with pictures and scare heads as all the rest. I wish your author could revise his opinions and condemn all display in ads.”
friend, with imaginable sarcasm.
All books are sourced from Project Gutenberg