Complete William Dean Howells Literature Essays Part 44

Sometimes one of them would try her front door, and then, with a bridling toss of the head, express that she had forgotten locking it, and slip round to the kitchen; but most of the ladies made their way back at once between the roses and syringas of their gra.s.sy door-yards, which were as neat and prim as their own persons, or the best chamber in their white- walled, green-shuttered, story-and-a-half house, and as perfectly kept as the very kitchen itself.

The trolley-line had been opened only since the last September, but in an effect of familiar use it was as if it had always been there, and it climbed and crooked and clambered about with the easy freedom of the country road which it followed. It is a land of low hills, broken by frequent reaches of the sea, and it is most amusing, most amazing, to see how frankly the trolley-car takes and overcomes its difficulties. It scrambles up and down the little steeps like a cat, and whisks round a sharp and sudden curve with a feline screech, broadening into a loud caterwaul as it darts over the estuaries on its trestles. Its course does not lack excitement, and I suppose it does not lack danger; but as yet there have been no accidents, and it is not so disfiguring as one would think. The landscape has already accepted it, and is making the best of it; and to the country people it is an inestimable convenience.

It pa.s.ses everybody's front door or back door, and the farmers can get themselves or their produce (for it runs an express car) into Portsmouth in an hour, twice an hour, all day long. In summer the cars are open, with transverse seats, and stout curtains that quite shut out a squall of wind or rain. In winter the cars are closed, and heated by electricity.

The young motorman whom I spoke with, while we waited on a siding to let a car from the opposite direction get by, told me that he was caught out in a blizzard last Winter, and pa.s.sed the night in a snowdrift. "But the cah was so wa'm, I neva suff'ed a mite."

"Well," I summarized, "it must be a great advantage to all the people along the line."

"Well, you wouldn't 'a' thought so, from the kick they made."

"I suppose the cottagers"--the summer colony--"didn't like the noise."

"Oh yes; that's what I mean. The's whe' the kick was. The natives like it. I guess the summa folks 'll like it, too."

He looked round at me with enjoyment of his joke in his eye, for we both understood that the summer folks could not help themselves, and must bow to the will of the majority.

THE ART OF THE ADSMITH

The other day, a friend of mine, who professes all the intimacy of a bad conscience with many of my thoughts and convictions, came in with a bulky book under his arm, and said, "I see by a guilty look in your eye that you are meaning to write about spring."

"I am not," I retorted, "and if I were, it would be because none of the new things have been said yet about spring, and because spring is never an old story, any more than youth or love."

"I have heard something like that before," said my friend, "and I understand. The simple truth of the matter is that this is the f.a.g-end of the season, and you have run low in your subjects. Now take my advice and don't write about spring; it will make everybody hate you, and will do no good. Write about advertising." He tapped the book under his arm significantly. "Here is a theme for you."

I.

He had no sooner p.r.o.nounced these words than I began to feel a weird and potent fascination in his suggestion. I took the book from him and looked it eagerly through. It was called Good Advertising, and it was written by one of the experts in the business who have advanced it almost to the grade of an art, or a humanity.

"But I see nothing here," I said, musingly, "which would enable a self- respecting author to come to the help of his publisher in giving due hold upon the public interest those charming characteristics of his book which no one else can feel so penetratingly or celebrate so persuasively."

"I expected some such objection from you," said my friend. "You will admit that there is everything else here?"

"Everything but that most essential thing. You know how we all feel about it: the bitter disappointment, the heart-sickening sense of insufficiency that the advertised praises of our books give us poor authors. The effect is far worse than that of the reviews, for the reviewer is not your ally and copartner, while your publisher--"

"I see what you mean," said my friend. "But you must have patience.

If the author of this book can write so luminously of advertising in other respects, I am sure he will yet be able to cast a satisfactory light upon your problem. The question is, I believe, how to translate into irresistible terms all that fond and exultant regard which a writer feels for his book, all his pervasive appreciation of its singular beauty, unique value, and utter charm, and transfer it to print, without infringing upon the delicate and shrinking modesty which is the distinguis.h.i.+ng ornament of the literary spirit?"

"Something like that. But you understand."

"Perhaps a Roentgen ray might be got to do it," said my friend, thoughtfully, "or perhaps this author may bring his mind to bear upon it yet. He seems to have considered every kind of advertising except book- advertising."

"The most important of all!" I cried, impatiently.

"You think so because you are in that line. If you were in the line of varnish, or bicycles, or soap, or typewriters, or extract of beef, or of malt--"

"Still I should be interested in book--advertising, because it is the most vital of human interests."

"Tell me," said my friend, "do you read the advertis.e.m.e.nts of the books of rival authors?"

"Brother authors," I corrected him.

"Well, brother authors."

I said, No, candidly, I did not; and I forbore to add that I thought them little better than a waste of the publishers' money.

II.

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 advertis.e.m.e.nts, 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 advertis.e.m.e.nt 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 advertis.e.m.e.nts, 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 advertis.e.m.e.nts 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."