"But, George," said Mr. Brown, "I should like to have one of these bills true, if only that one might show it as a sample when the people talk to one."
"True!" said Robinson, again. "You wish that it should be true! In the first place, did you ever see an advertisement that contained the truth? If it were as true as heaven, would any one believe it? Was it ever supposed that any man believed an advertisement? Sit down and write the truth, and see what it will be! The statement will show itself of such a nature that you will not dare to publish it. There is the paper, and there the pen. Take them, and see what you can make of it."
"I do think that somebody should be made to believe it," said Jones.
"You do!" and Robinson, as he spoke, turned angrily at the other. "Did you ever believe an advertisement?" Jones, in self-defence, protested that he never had. "And why should others be more simple than you? No man,—no woman believes them. They are not lies; for it is not intended that they should obtain credit. I should despise the man who attempted to base his advertisements on a system of facts, as I would the builder who lays his foundation upon the sand. The groundwork of advertising is romance. It is poetry in its very essence. Is Hamlet true?"
"I really do not know," said Mr. Brown.
"There is no man, to my thinking, so false," continued Robinson, "as he who in trade professes to be true. He deceives, or endeavours to do so. I do not. No one will believe that we have fifteen hundred dozen of Balbriggan."
"Nobody will," said Mr. Brown.
"But yet that statement will have its effect. It will produce custom, and bring grist to our mill without any dishonesty on our part. Advertisements are profitable, not because they are believed, but because they are attractive. Once understand that, and you will cease to ask for truth." Then he turned himself again to his work and finished his task without further interruption.
"You shall sell your stockings, Mr. Brown," he said to the senior member of the firm, about three days after that.
"Indeed, I hope so."