In this way the men in armour were put down, but they will be long remembered by the world of Bishopsgate Street. That they cost money is certain. "Whatever we do," said Mr. Brown, "don't let's have any more horses. You see, George, they're always a-eating!" He could not understand that it was nothing, though the horses had eaten gilded13 oats, so long as there were golden returns.
The men in armour, however, were put down, as also was the car of Fame. One horse only was left in the service of the firm, and this was an ancient creature that had for many years belonged to the butter establishment in Smithfield. By this animal a light but large wooden frame was dragged about, painted Magenta on its four sides, and bearing on its various fronts different notices as to the business of the house. A boy stood uncomfortably in the centre, driving the slow brute14 by means of reins15 which were inserted through the apertures16 of two of the letters; through another letter above there was a third hole for his eyes, and, shut up in this prison, he was enjoined17 to keep moving throughout the day. This he did at the slowest possible pace, and thus he earned five shillings a week. The arrangement was one made entirely18 by Mr. Brown, who himself struck the bargain with the boy's father. Mr. Robinson was much ashamed of this affair, declaring that it would be better to abstain19 altogether from advertising in that line than to do it in so ignoble20 a manner; but Mr. Brown would not give way, and the magenta box was dragged about the streets till it was altogether shattered and in pieces.
Stockings was the article in which, above all others, Mr. Brown was desirous of placing his confidence. "George," said he, "all the world wears stockings; but those who require African monkey muffs are in comparison few in number. I know Legg and Loosefit of the Poultry21, and I'll purchase a stock." He went to Legg and Loosefit and did purchase a stock, absolutely laying out a hundred pounds of ready money for hosiery, and getting as much more on credit. Stockings is an article on which considerable genius might be displayed by any house intending to do stockings, and nothing else; but taken up in this small way by such a firm as that of 81, Bishopsgate Street, it was simply embarrassing. "Now you can say something true in your advertisements," said Mr. Brown, with an air of triumph, when the invoice22 of the goods arrived.
"True!" said Robinson. He would not, however, sneer23 at his partner, so he retreated to his own room, and went to work. "Stockings!" said he to himself. "There is no room for ambition in it! But the word 'Hose' does not sound amiss." And then he prepared that small book, with silk magenta covers and silvery leaves, which he called The New Miracle!
The whole world wants stockings, [he began, not disdaining24 to take his very words from Mr. Brown]—and Brown, Jones, and Robinson are prepared to supply the whole world with the stockings which they want. The following is a list of some of the goods which are at present being removed from the river to the premises25 at Magenta House, in Bishopsgate Street. B., J., and R. affix26 the usual trade price of the article, and the price at which they are able to offer them to the public.
One hundred and twenty baskets of ladies' Spanish hose,—usual price, 1s. 3d.; sold by B., J., and R. at 9?d.
"Baskets!" said Mr. Brown, when he read the little book.
"It's all right," said Robinson. "I have been at the trouble to learn the trade language."
Four hundred dozen white cotton hose,—usual price, 1s. 0?d.; sold by B., J., and R. at 7?d.
Eight stack of China and pearl silk hose,—usual price, 3s.; sold by B., J., and R. for 1s. 9?d.
Fifteen hundred dozen of Balbriggan,—usual price, 1s. 6d.; sold by B., J., and R. for 10?d.
It may not, perhaps, be necessary to continue the whole list here; but as it was read aloud to Mr. Brown, he sat aghast with astonishment27. "George!" said he, at last, "I don't like it. It makes me quite afeard. It does indeed."
"And why do you not like it?" said Robinson, quietly laying down the manuscript, and putting his hand upon it. "Does it want vigour28?"
"No; it does not want vigour."
"Does it fail to be attractive? Is it commonplace?"
"It is not that I mean," said Mr. Brown. "But—"
"Is it not simple? The articles are merely named, with their prices."
"But, George, we haven't got 'em. We couldn't hold such a quantity. And if we had them, we should be ruined to sell them at such prices as that. I did want to do a genuine trade in stockings."
"And so you shall, sir. But how will you begin unless you attract your customers?"
"You have put your prices altogether too low," said Jones. "It stands to reason you can't sell them for the money. You shouldn't have put the prices at all;—it hampers29 one dreadful. You don't know what it is to stand down there among 'em all, and tell 'em that the cheap things haven't come."
"Say that they've all been sold," said Robinson.
"It's just the same," argued Jones. "I declare last Saturday night I didn't think my life was safe in the crowd."
"And who brought that crowd to the house?" demanded Robinson. "Who has filled the shop below with such a throng30 of anxious purchasers?"
"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 spoke31, 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 professes32 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."
"Look here, sir!" and then he took Mr. Brown to the window. There stood eight stalwart porters, divided into two parties of four each, and on their shoulders they bore erect33, supported on painted frames, an enormous pair of gilded, embroidered34, brocaded, begartered wooden stockings. On the massive calves35 of these was set forth36 a statement of the usual kind, declaring that "Brown, Jones, and Robinson, of 81, Bishopsgate Street, had just received 40,000 pairs of best French silk ladies' hose direct from Lyons."
"And now look at the men's legs," said Robinson. Mr. Brown did look, and perceived that they were dressed in magenta-coloured knee-breeches, with magenta-coloured stockings. They were gorgeous in their attire37, and at this moment they were starting from the door in different directions. "Perhaps you will tell me that that is not true?"
"I will say nothing about it for the future," said Mr. Brown.
"It is not true," continued Robinson; "but it is a work of fiction, in which I take leave to think that elegance38 and originality39 are combined."
"We ought to do something special in shirts," said Jones, a few days after this. "We could get a few dozen from Hodges, in King Street, and call them Eureka."
"Couldn't we have a shirt of our own?" said Mr. Robinson. "Couldn't you invent a shirt, Mr. Jones?" Jones, as Robinson looked him full in the face, ran his fingers through his scented40 hair, and said that he would consult his wife. Before the day was over, however, the following notice was already in type:—
Mankind in a State of Bliss41!
Brown, Jones, and Robinson have sincere pleasure in presenting to the Fashionable World their new KATAKAIRION SHIRT, in which they have thoroughly42 overcome the difficulties, hitherto found to be insurmountable, of adjusting the bodies of the Nobility and Gentry43 to an article which shall be at the same time elegant, comfortable, lasting44, and cheap.
B., J., and R.'s KATAKAIRION SHIRT, and their Katakairion Shirt alone, is acknowledged to unite these qualities.
Six Shirts for 39s. 9d.
The Katakairion Shirt is specially2 recommended to Officers going to India and elsewhere, while it is at the same time eminently45 adapted for the Home Consumption.
"I think I would have considered it a little more, before I committed myself," said Jones.
"Ah, yes; you would have consulted your wife; as I have not got one, I must depend on my own wits."
"And are not likely to have one either," said Jones.
"Young men, young men," said Mr. Brown, raising his hands impressively, "if as Christians46 you cannot agree, at any rate you are bound to do so as partners. What is it that the Psalmist says, 'Let dogs delight, to bark and bite—.'"
The notice as to the Katakairion shirt was printed on that day, as originally drawn47 out by Robinson, and very widely circulated on the two or three following mornings. A brisk demand ensued, and it was found that Hodges, the wholesale48 manufacturer, of King Street, was able to supply the firm with an article which, when sold at 39s. 6d., left a comfortable profit.
"I told you that we ought to do something special in shirts," said Jones, as though the whole merit of the transaction were his own.
Gloves was another article to which considerable attention was given;—
Brown, Jones, and Robinson have made special arrangements with the glove manufacturers of Worcestershire, and are now enabled to offer to the public English-sewn Worcester gloves, made of French kid, at a price altogether out of the reach of any other house in the trade.
B., J., and R. boldly defy competition.
When that notice was put up in front of the house, none of the firm expected that any one would believe in their arrangement with the Worcestershire glove-makers. They had no such hope, and no such wish. What gloves they sold, they got from the wholesale houses in St. Paul's Churchyard, quite indifferent as to the county in which they were sewn, or the kingdom from which they came. Nevertheless, the plan answered, and a trade in gloves was created.
But perhaps the pretty little dialogues which were circulated about the town, did more than anything else to make the house generally known to mothers and their families.
"Mamma, mamma, I have seen such a beautiful sight!"
one of them began.
"My dearest daughter, what was it?"
"I was walking home through the City, with my kind cousin Augustus, and he took me to that wonderfully handsome and extraordinarily49 large new shop, just opened by those enterprising men, Brown, Jones, and Robinson, at No. 81, Bishopsgate Street. They call it 'Nine Times Nine, or Magenta House.'"
"My dearest daughter, you may well call it wonderful. It is the wonder of the age. Brown, Jones, and Robinson sell everything; but not only that,—they sell everything good; and not only that—they sell everything cheap. Whenever your wants induce you to make purchases, you may always be sure of receiving full value for your money at the house of Brown, Jones, and Robinson."
In this way, by efforts such as these, which were never allowed to flag for a single hour,—by a continued series of original composition which, as regards variety and striking incidents, was, perhaps, never surpassed,—a great and stirring trade was established within six months of the opening day. By this time Mr. Brown had learned to be silent on the subject of advertising, and had been brought to confess, more than once, that the subject was beyond his comprehension.
"I am an old man, George," he said once, "and all this seems to be new."
"If it be not new, it is nothing," answered Robinson.
"I don't understand it," continued the old man; "I don't pretend to understand it; I only hope that it's right."
The conduct which Jones was disposed to pursue gave much more trouble. He was willing enough to allow Robinson to have his own way, and to advertise in any shape or manner, but he was desirous of himself doing the same thing. It need hardly be pointed50 out here that this was a branch of trade for which he was peculiarly unsuited, and that his productions would be stale, inadequate51, and unattractive. Nevertheless, he persevered52, and it was only by direct interference at the printer's, that the publication of documents was prevented which would have been fatal to the interests of the firm.
"Do I meddle53 with you in the shop?" Robinson would say to him.
"You haven't the personal advantages which are required for meeting the public," Jones would answer.
"Nor have you the mental advantages without which original composition is impossible."
In spite of all these difficulties a considerable trade was established within six months, and the shop was usually crowded. As a drawback to this, the bills at the printer's and at the stationer's had become very heavy, and Robinson was afraid to disclose their amount to his senior partner. But nevertheless he persevered. "Faint heart never won fair lady," he repeated to himself, over and over again,—the fair lady for whom his heart sighed being at this time Commercial Success.
Vestigia Nulla Retrorsum. That should be the motto of the house. He failed, however, altogether in making it intelligible54 to Mr. Brown.
点击
收听单词发音
收听单词发音 |
1
armour
|
|
| （=armor）n.盔甲；装甲部队 | |
参考例句： |
|
|
|
|
2
specially
|
|
| adv.特定地；特殊地；明确地 | |
参考例句： |
|
|
|
|
3
dispensed
|
|
| v.分配( dispense的过去式和过去分词 )；施与；配（药） | |
参考例句： |
|
|
|
|
4
parsimony
|
|
| n.过度节俭，吝啬 | |
参考例句： |
|
|
|
|
5
trampled
|
|
| 踩( trample的过去式和过去分词 )； 践踏； 无视； 侵犯 | |
参考例句： |
|
|
|
|
6
interfered
|
|
| v.干预( interfere的过去式和过去分词 )；调停；妨碍；干涉 | |
参考例句： |
|
|
|
|
7
ascertained
|
|
| v.弄清，确定，查明( ascertain的过去式和过去分词 ) | |
参考例句： |
|
|
|
|
8
lashed
|
|
| adj.具睫毛的v.鞭打( lash的过去式和过去分词 )；煽动；紧系；怒斥 | |
参考例句： |
|
|
|
|
9
absurdity
|
|
| n.荒谬，愚蠢；谬论 | |
参考例句： |
|
|
|
|
10
advertising
|
|
| n.广告业；广告活动 a.广告的；广告业务的 | |
参考例句： |
|
|
|
|
11
magenta
|
|
| n..紫红色（的染料）；adj.紫红色的 | |
参考例句： |
|
|
|
|
12
unpaid
|
|
| adj.未付款的，无报酬的 | |
参考例句： |
|
|
|
|
13
gilded
|
|
| a.镀金的，富有的 | |
参考例句： |
|
|
|
|
14
brute
|
|
| n.野兽，兽性 | |
参考例句： |
|
|
|
|
15
reins
|
|
| 感情，激情； 缰( rein的名词复数 )； 控制手段； 掌管； （成人带着幼儿走路以防其走失时用的）保护带 | |
参考例句： |
|
|
|
|
16
apertures
|
|
| n.孔( aperture的名词复数 )；隙缝；（照相机的）光圈；孔径 | |
参考例句： |
|
|
|
|
17
enjoined
|
|
| v.命令( enjoin的过去式和过去分词 ) | |
参考例句： |
|
|
|
|
18
entirely
|
|
| ad.全部地，完整地；完全地，彻底地 | |
参考例句： |
|
|
|
|
19
abstain
|
|
| v.自制，戒绝，弃权，避免 | |
参考例句： |
|
|
|
|
20
ignoble
|
|
| adj.不光彩的，卑鄙的；可耻的 | |
参考例句： |
|
|
|
|
21
poultry
|
|
| n.家禽，禽肉 | |
参考例句： |
|
|
|
|
22
invoice
|
|
| vt.开发票；n.发票，装货清单 | |
参考例句： |
|
|
|
|
23
sneer
|
|
| v.轻蔑；嘲笑；n.嘲笑，讥讽的言语 | |
参考例句： |
|
|
|
|
24
disdaining
|
|
| 鄙视( disdain的现在分词 )； 不屑于做，不愿意做 | |
参考例句： |
|
|
|
|
|
25
premises
|
|
| n.建筑物，房屋 | |
参考例句： |
|
|
|
|
26
affix
|
|
| n.附件，附录 vt.附贴，盖(章)，签署 | |
参考例句： |
|
|
|
|
27
astonishment
|
|
| n.惊奇，惊异 | |
参考例句： |
|
|
|
|
28
vigour
|
|
| （=vigor）n.智力，体力，精力 | |
参考例句： |
|
|
|
|
29
hampers
|
|
| 妨碍，束缚，限制( hamper的第三人称单数 ) | |
参考例句： |
|
|
|
|
30
throng
|
|
| n.人群，群众；v.拥挤，群集 | |
参考例句： |
|
|
|
|
31
spoke
|
|
| n.（车轮的）辐条；轮辐；破坏某人的计划；阻挠某人的行动 v.讲，谈（speak的过去式）；说；演说；从某种观点来说 | |
参考例句： |
|
|
|
|
32
professes
|
|
| 声称( profess的第三人称单数 )； 宣称； 公开表明； 信奉 | |
参考例句： |
|
|
|
|
33
erect
|
|
| n./v.树立，建立，使竖立；adj.直立的，垂直的 | |
参考例句： |
|
|
|
|
34
embroidered
|
|
| adj．绣花的 | |
参考例句： |
|
|
|
|
35
calves
|
|
| n.(calf的复数)笨拙的男子，腓；腿肚子( calf的名词复数 )；牛犊；腓；小腿肚v.生小牛( calve的第三人称单数 )；（冰川）崩解；生（小牛等），产（犊）；使（冰川）崩解 | |
参考例句： |
|
|
|
|
36
forth
|
|
| adv.向前；向外，往外 | |
参考例句： |
|
|
|
|
37
attire
|
|
| v.穿衣，装扮[同]array；n.衣着；盛装 | |
参考例句： |
|
|
|
|
38
elegance
|
|
| n.优雅；优美，雅致；精致，巧妙 | |
参考例句： |
|
|
|
|
39
originality
|
|
| n.创造力，独创性；新颖 | |
参考例句： |
|
|
|
|
40
scented
|
|
| adj.有香味的；洒香水的；有气味的v.嗅到(scent的过去分词) | |
参考例句： |
|
|
|
|
41
bliss
|
|
| n.狂喜，福佑，天赐的福 | |
参考例句： |
|
|
|
|
42
thoroughly
|
|
| adv.完全地，彻底地，十足地 | |
参考例句： |
|
|
|
|
43
gentry
|
|
| n.绅士阶级，上层阶级 | |
参考例句： |
|
|
|
|
44
lasting
|
|
| adj.永久的，永恒的；vbl.持续，维持 | |
参考例句： |
|
|
|
|
45
eminently
|
|
| adv.突出地；显著地；不寻常地 | |
参考例句： |
|
|
|
|
46
Christians
|
|
| n.基督教徒( Christian的名词复数 ) | |
参考例句： |
|
|
|
|
47
drawn
|
|
| v.拖，拉，拔出；adj.憔悴的，紧张的 | |
参考例句： |
|
|
|
|
48
wholesale
|
|
| n.批发；adv.以批发方式；vt.批发，成批出售 | |
参考例句： |
|
|
|
|
49
extraordinarily
|
|
| adv.格外地；极端地 | |
参考例句： |
|
|
|
|
50
pointed
|
|
| adj.尖的，直截了当的 | |
参考例句： |
|
|
|
|
51
inadequate
|
|
| adj.(for,to)不充足的，不适当的 | |
参考例句： |
|
|
|
|
52
persevered
|
|
| v.坚忍，坚持( persevere的过去式和过去分词 ) | |
参考例句： |
|
|
|
|
53
meddle
|
|
| v.干预，干涉，插手 | |
参考例句： |
|
|
|
|
54
intelligible
|
|
| adj.可理解的，明白易懂的，清楚的 | |
参考例句： |
|
|
|
| 欢迎访问英文小说网 |