Delphi Complete Works of William Dean Howells

by William Dean Howells

  “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 fag-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 pronounced 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 distinguishing 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 advertisements 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 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 Ne
w 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.”

  THE PSYCHOLOGY OF PLAGIARISM

  A late incident in the history of a very widespread English novelist, triumphantly closed by the statement of his friend that the novelist had casually failed to accredit a given passage in his novel to the real author, has brought freshly to my mind a curious question in ethics. The friend who vindicated the novelist, or, rather, who contemptuously dismissed the matter, not only confessed the fact of adoption, but declared that it was one of many which could be found in the novelist’s works. The novelist, he said, was quite in the habit of so using material in the rough, which he implied was like using any fact or idea from life, and he declared that the novelist could not bother to answer critics who regarded these exploitations as a sort of depredation. In a manner he brushed the impertinent accusers aside, assuring the general public that the novelist always meant, at his leisure, and in his own way, duly to ticket the flies preserved in his amber.

  I.

  When I read this haughty vindication, I thought at first that if the case were mine I would rather have several deadly enemies than such a friend as that; but since, I have not been so sure. I have asked myself upon a careful review of the matter whether plagiarism may not be frankly avowed, as in nowise dishonest, and I wish some abler casuist would take the affair into consideration and make it clear for me. If we are to suppose that offences against society disgrace the offender, and that public dishonor argues the fact of some such offence, then apparently plagiarism is not such an offence; for in even very flagrant cases it does not disgrace. The dictionary, indeed, defines it as “the crime of literary theft”; but as no penalty attaches to it, and no lasting shame, it is hard to believe it either a crime or a theft; and the offence, if it is an offence (one has to call it something, and I hope the word is not harsh), is some such harmless infraction of the moral law as white-lying.

  The much-perverted saying of Moliere, that he took his own where he found it, is perhaps in the consciousness of those who appropriate the things other people have rushed in with before them. But really they seem to need neither excuse nor defence with the impartial public if they are caught in the act of reclaiming their property or despoiling the rash intruder upon their premises. The novelist in question is by no means the only recent example, and is by no means a flagrant example. While the ratification of the treaty with Spain was pending before the Senate of the United States, a member of that body opposed it in a speech almost word for word the same as a sermon delivered in New York City only a few days earlier and published broadcast. He was promptly exposed by the parallel-column system; but I have never heard that his standing was affected or his usefulness impaired by the offence proven against him. A few years ago an eminent divine in one of our cities preached as his own the sermon of a brother divine, no longer living; he, too, was detected and promptly exposed by the parallel-column system, but nothing whatever happened from the exposure. Every one must recall like instances, more or less remote. I remember one within my youthfuller knowledge of a journalist who used as his own all the denunciatory passages of Macaulay’s article on Barrere, and applied them with changes of name to the character and conduct of a local politician whom he felt it his duty to devote to infamy. He was caught in the fact, and by means of the parallel column pilloried before the community. But the community did not mind it a bit, and the journalist did not either. He prospered on amid those who all knew what he had done, and when he removed to another city it was to a larger one, and to a position of more commanding influence, from which he was long conspicuous in helping shape the destinies of the nation.

  So far as any effect from these exposures was concerned, they were as harmless as those exposures of fraudulent spiritistic mediums which from time to time are supposed to shake the spiritistic superstition to its foundations. They really do nothing of the kind; the table-tippings, rappings, materializations, and levitations keep on as before; and I do not believe that the exposure of the novelist who has been the latest victim of the parallel column will injure him a jot in the hearts or heads of his readers.

  II.

  I am very glad of it, being a disbeliever in punishments of all sorts. I am always glad to have sinners get off, for I like to get off from my own sins; and I have a bad moment from my sense of them whenever another’s have found him out. But as yet I have not convinced myself that the sort of thing we have been considering is a sin at all, for it seems to deprave no more than it dishonors; or that it is what the dictionary (with very unnecessary brutality) calls a “crime” and a “theft.” If it is either, it is differently conditioned, if not differently natured, from all other crimes and thefts. The
se may be more or less artfully and hopefully concealed, but plagiarism carries inevitable detection with it. If you take a man’s hat or coat out of his hall, you may pawn it before the police overtake you; if you take his horse out of his stable, you may ride it away beyond pursuit and sell it; if you take his purse out of his pocket, you may pass it to a pal in the crowd, and easily prove your innocence. But if you take his sermon, or his essay, or even his apposite reflection, you cannot escape discovery. The world is full of idle people reading books, and they are only too glad to act as detectives; they please their miserable vanity by showing their alertness, and are proud to hear witness against you in the court of parallel columns. You have no safety in the obscurity of the author from whom you take your own; there is always that most terrible reader, the reader of one book, who knows that very author, and will the more indecently hasten to bring you to the bar because he knows no other, and wishes to display his erudition. A man may escape for centuries and yet be found out. In the notorious case of William Shakespeare the offender seemed finally secure of his prey; and yet one poor lady, who ended in a lunatic asylum, was able to detect him at last, and to restore the goods to their rightful owner, Sir Francis Bacon.

  In spite, however, of this almost absolute certainty of exposure, plagiarism goes on as it has always gone on; and there is no probability that it will cease as long as there are novelists, senators, divines, and journalists hard pressed for ideas which they happen not to have in mind at the time, and which they see going to waste elsewhere. Now and then it takes a more violent form and becomes a real mania, as when the plagiarist openly claims and urges his right to a well-known piece of literary property. When Mr. William Allen Butler’s famous poem of “Nothing to Wear” achieved its extraordinary popularity, a young girl declared and apparently quite believed that she had written it and lost the MS. in an omnibus. All her friends apparently believed so, too; and the friends of the different gentlemen and ladies who claimed the authorship of “Beautiful Snow” and “Rock Me to Sleep” were ready to support them by affidavit against the real authors of those pretty worthless pieces.