The crawling style of advertisement with its mixture of humble appeals to patrons and its hyperbolical laudation of the goods advertised, was early varied by the pseudo-scientific style, a simple development of the quack’s patter at the fair. Balzacians will remember the advertisement composed by Finot and the Illustrious Gaudissard for César Birotteau’s “Huile Céphalique.” The type is not yet dead; we still see advertisements of substances “based on the principles established by the Academy of Sciences,” substances known “to the ancients, the Romans, the Greeks and the nations of the North,” but lost and only rediscovered by the advertiser. The style and manner of these advertisements belonging to the early and middle periods of the Age of Advertisement continue to bear the imprint of the once despicable position of commerce. They are written with the impossible and insincere unctuousness of tradesmen’s letters. They are horribly uncultured; and when their writers aspire to something more ambitious than the counting-house style, they fall at once into the stilted verbiage of self-taught learning. Some of the earlier efforts to raise the tone of advertisements are very curious. One remembers those remarkable full-page advertisements of Eno’s Fruit Salt, loaded with weighty apophthegms from Emerson, Epictetus, Zeno the Eleatic, Pomponazzi, Slawkenbergius and other founts of human wisdom. There was noble reading on these strange pages. But they shared with sermons the defect of being a little dull.
The art of advertisement writing has flowered with democracy. The lords of industry and commerce came gradually to understand that the right way to appeal to the Free Peoples of the World was familiarly, in an honest man-to-man style. They perceived that exaggeration and hyperbole do not really pay, that charlatanry must at least have an air of sincerity. They confided in the public, they appealed to its intelligence in every kind of flattering way. The technique of the art became at once immensely more difficult than it had ever been before, until now the advertisement is, as I have already hinted, one of the most interesting and difficult of modern literary forms. Its potentialities are not yet half explored. Already the most interesting and, in some cases, the only readable part of most American periodicals is the advertisement section. What does the future hold in store?
XIX: EUPHUES REDIVIVUS
I have recently been fortunate in securing a copy of that very rare and precious novel Delina Delaney, by Amanda M. Ros, authoress of Irene Iddesleigh and Poems of Puncture. Mrs. Ros’s name is only known to a small and select band of readers. But by these few she is highly prized; one of her readers, it is said, actually was at the pains to make a complete manuscript copy of Delina Delaney, so great was his admiration and so hopelessly out of print the book. Let me recommend the volume, Mrs. Ros’s masterpiece, to the attention of enterprising publishers.
Delina Delaney opens with a tremendous, an almost, in its richness of vituperative eloquence, Rabelaisian denunciation of Mr. Barry Pain, who had, it seems, treated Irene Iddesleigh with scant respect in his review of the novel in Black and White. “This so-called Barry Pain, by name, has taken upon himself to criticize a work, the depth of which fails to reach the solving power of his borrowed, and, he’d have you believe, varied talent.” But “I care not for the opinion of half-starved upstarts, who don the garb of a shabby-genteel, and fain would feed the mind of the people with the worthless scraps of stolen fancies.” So perish all reviewers! And now for Delina herself.
The story is a simple one. Delina Delaney, daughter of a fisherman, loves and is loved by Lord Gifford. The baleful influence of a dark-haired Frenchwoman, Madame de Maine, daughter of the Count-av-Nevo, comes between the lovers and their happiness, and Delina undergoes fearful torments, including three years’ penal servitude, before their union can take place. It is the manner, rather than the matter, of the book which is remarkable. Here, for instance, is a fine conversation between Lord Gifford and his mother, an aristocratic dame who strenuously objects to his connection with Delina. Returning one day to Columba Castle she hears an unpleasant piece of news: her son has been seen kissing Delina in the conservatory.
“Home again, mother?” he boldly uttered, as he gazed reverently in her face.
“Home to Hades!” returned the raging high-bred daughter of distinguished effeminacy.
“Ah me! what is the matter?” meekly inquired his lordship.
“Everything is the matter with a broken-hearted mother of low-minded offspring,” she answered hotly.... “Henry Edward Ludlow Gifford, son of my strength, idolized remnant of my inert husband, who at this moment invisibly offers the scourging whip of fatherly authority to your backbone of resentment (though for years you think him dead to your movements) and pillar of maternal trust.”