"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."
"I dare say he will when he knows what you think," said my friend, with imaginable sarcasm.
III.
"I wish," I went on, "that he would give us some philosophy of the prodigious increase of advertising within the last twenty-five years, and some conjecture as to the end of it all. Evidently, it can't keep on increasing at the present rate. If it does, there will presently be no room in the world for things; it will be filled up with the advertisements of things."
"Before that time, perhaps," my friend suggested, "adsmithing will have become so fine and potent an art that advertising will be reduced in bulk, while keeping all its energy and even increasing its effectiveness."
"Perhaps," I said, "some silent electrical process will be contrived, so that the attractions of a new line of dress-goods or the fascination of a spring or fall opening may be imparted to a lady's consciousness without even the agency of words. All other facts of commercial and industrial interest could be dealt with in the same way. A fine thrill could be made to go from the last new book through the whole community, so that people would not willingly rest till they had it. Yes, one can see an indefinite future for advertising in that way. The adsmith may be the supreme artist of the twentieth century. He may assemble in his grasp, and employ at will, all the arts and sciences."
"Yes," said my friend, with a sort of fall in his voice, "that is very well. But what is to become of the race when it is penetrated at every pore with a sense of the world's demand and supply?"
"Oh, that is another affair. I was merely imagining the possible resources of invention in providing for the increase of advertising while guarding the integrity of the planet. I think, very likely, if the thing keeps on, we shall all go mad; but then we shall none of us be able to criticise the others. Or possibly the thing may work its own cure. You know the ingenuity of the political economists in justifying the egotism to which conditions appeal. They do not deny that these foster greed and rapacity in merciless degree, but they contend that when the wealth-
winner drops off gorged there is a kind of miracle wrought, and good comes of it all. I never could see how; but if it is true, why shouldn't a sort of ultimate immunity come back to us from the very excess and invasion of the appeals now made to us, and destined to be made to us still more by the adsmith? Come, isn't there hope in that?"
"I see a great opportunity for the wofsmith in some such dream," said my friend. "Why don't you turn it to account?"
"You know that isn't my line; I must leave that sort of wofsmithing to the romantic novelist. Besides, I have my well-known panacea for all the ills our state is heir to, in a civilization which shall legislate foolish and vicious and ugly and adulterate things out of the possibility of existence. Most of the adsmithing is now employed in persuading people that such things are useful, beautiful, and pure. But in any civilization they shall not even be suffered to be made, much less foisted upon the community by adsmiths."
"I see what you mean," said my friend; and he sighed gently. "I had much better let you write about spring."
