Martin. (Genuinely annoyed) What? Why, he can’t make any money out of soap. (Crosses to Mary) That takes brains.
Rodney. Oh, yes, I can.
Martin. I control all the important soap business in the country.
Rodney. I know you do, but I am going to take it away from you.
Martin. What?
Rodney. Yes, sir, I’m going to manufacture the Thirteen Soap: Unlucky for Dirt: The Most Expensive Soap in the World! I’m going to break the trust; I’m going to attack monopoly. I’m going to appeal to the American people for fair play against the soap trust. You’ve always wanted me to go into business. Well, I’m in, and forgive me, father, but I’m going to put you out of business. I’m going to advertise all over the world.
Martin. You can’t fight the soap trust with advertising: we’re established.
Rodney. Yes, yes, we can: think what advertising means: the power of suggestion—the psychology of print. Why, 97 per cent of the public believe what they’re told, and what they’re told is what the other chaps have been told, and the fellow who told him read it somewhere. Advertising is responsible for everything. People are sheep, and advertising is the way to make ’em follow your lead. (He is beginning to forget the speech) Say, what makes you go to the theater? (Peale enters from door R. Martin starts to speak) Don’t tell me: I’ll tell you. It’s what you’ve read of the play or what some fellows told you, and the fellow that told him, read it—in a newspaper. (Remembering—rapidly) And that, my boy, is the whole secret of it. You’ve got to be talked about—get ’em praisin’ or cussin’, but don’t let ’em be quiet. I want to tell you; what kind of duck eggs do you eat?
Martin. (Aghast) What?
(The curtain begins to fall.)