“What I was pointing out to your nephew, sir,” said Ewart, putting both elbows on the table, “was the poetry of commerce. He doesn’t, you know, seem to see it at all.”
My uncle nodded brightly. “Whad I tell ’im,” he said round his cigar.
“We are artists. You and I, sir, can talk, if you will permit me, as one artist to another. It’s advertisement has—done it. Advertisement has revolutionised trade and industry; it is going to revolutionise the world. The old merchant used to tote about commodities; the new one creates values. Doesn’t need to tote. He takes something that isn’t worth anything—or something that isn’t particularly worth anything—and he makes it worth something. He takes mustard that is just like anybody else’s mustard, and he goes about saying, shouting, singing, chalking on walls, writing inside people’s books, putting it everywhere, ‘Smith’s Mustard is the Best.’ And behold it is the best!”
“True,” said my uncle, chubbily and with a dreamy sense of mysticism; “true!”
“It’s just like an artist; he takes a lump of white marble on the verge of a lime-kiln, he chips it about, he makes—he makes a monument to himself—and others—a monument the world will not willingly let die. Talking of mustard, sir, I was at Clapham Junction the other day, and all the banks are overgrown with horse radish that’s got loose from a garden somewhere. You know what horseradish is—grows like wildfire—spreads—spreads. I stood at the end of the platform looking at the stuff and thinking about it. ‘Like fame,’ I thought, ‘rank and wild where it isn’t wanted. Why don’t the really good things in life grow like horseradish?’ I thought. My mind went off in a peculiar way it does from that to the idea that mustard costs a penny a tin—I bought some the other day for a ham I had. It came into my head that it would be ripping good business to use horseradish to adulterate mustard. I had a sort of idea that I could plunge into business on that, get rich and come back to my own proper monumental art again. And then I said, ‘But why adulterate? I don’t like the idea of adulteration.’”
“Shabby,” said my uncle, nodding his head. “Bound to get found out!”
“And totally unnecessary, too! Why not do up a mixture—three-quarters pounded horseradish and a quarter mustard—give it a fancy name—and sell it at twice the mustard price. See? I very nearly started the business straight away, only something happened. My train came along.”
“Jolly good ideer,” said my uncle. He looked at me. “That really is an ideer, George,” he said.
“Take shavin’s, again! You know that poem of Longfellow’s, sir, that sounds exactly like the first declension. What is it?—‘Marr’s a maker, men say!’”
My uncle nodded and gurgled some quotation that died away.