XVIII: ADVERTISEMENT

 I have always been interested in the subtleties¹ of literary form. This preoccupation with the outward husk, with the letter of literature, is, I dare say, the sign of a fundamental spiritual impotence. Gigadibs, the literary man, can understand the tricks of the trade; but when it is a question, not of conjuring², but of miracles, he is no more effective than Mr. Sludge. Still, conjuring is amusing to watch and to practise; an interest in the machinery³ of the art requires no further justification⁴. I have dallied⁵ with many literary forms, taking pleasure in their different intricacies, studying the means by which great authors of the past have resolved the technical problems presented by each. Sometimes I have even tried my hand at solving the problems myself—delightful and salubrious exercise for the mind. And now I have discovered the most exciting, the most arduous⁶ literary form of all, the most difficult to master, the most pregnant in curious possibilities. I mean the advertisement.

Nobody who has not tried to write an 124advertisement has any idea of the delights and difficulties presented by this form of literature—or shall I say of “applied literature,” for the sake of those who still believe in the romantic superiority of the pure, the disinterested⁷, over the immediately useful? The problem that confronts the writer of advertisements is an immensely complicated one, and by reason of its very arduousness⁸ immensely interesting. It is far easier to write ten passably effective Sonnets¹⁰, good enough to take in the not too inquiring critic, than one effective advertisement that will take in a few thousand of the uncritical buying public. The problem presented by the Sonnet⁹ is child’s play compared with the problem of the advertisement. In writing a Sonnet one need think only of oneself. If one’s readers find one boring or obscure, so much the worse for them. But in writing an advertisement one must think of other people. Advertisement writers may not be lyrical, or obscure, or in any way esoteric. They must be universally intelligible¹². A good advertisement has this in common with drama and oratory¹⁴, that it must be immediately comprehensible and directly moving. But at the same time it must possess all the succinctness¹⁵ of epigram.

The orator¹³ and the dramatist have “world 125enough and time” to produce their effects by cumulative¹⁶ appeals; they can turn all round their subject, they can repeat; between the heights of their eloquence¹⁷ they can gracefully¹⁸ practise the art of sinking, knowing that a period of flatness will only set off the splendour of their impassioned moments. But the advertiser has no space to spare; he pays too dearly for every inch. He must play upon the minds of his audience with a small and limited instrument. He must persuade them to part with their money in a speech that is no longer than many a lyric¹¹ by Herrick. Could any problem be more fascinatingly difficult? No one should be allowed to talk about the mot juste or the polishing of style who has not tried his hand at writing an advertisement of something which the public does not want, but which it must be persuaded into buying. Your boniment must not exceed a poor hundred and fifty or two hundred words. With what care you must weigh every syllable¹⁹! What infinite pains must be taken to fashion every phrase into a barbed hook that shall stick in the reader’s mind and draw from its hiding-place within his pocket the reluctant coin! One’s style and ideas must be lucid²⁰ and simple enough to be understood by all; but at the same time, they must not be vulgar. 126Elegance and an economical distinction are required; but any trace of literariness in an advertisement is fatal to its success.

I do not know whether any one has yet written a history of advertising²¹. If the book does not already exist it will certainly have to be written. The story of the development of advertising from its infancy²² in the early nineteenth century to its luxuriant maturity²³ in the twentieth is an essential chapter in the history of democracy. Advertisement begins abjectly²⁴, crawling on its belly²⁵ like the serpent after the primal²⁶ curse. Its abjection²⁷ is the oily humbleness²⁸ of the shopkeeper in an oligarchical³⁰ society. Those nauseating³¹ references to the nobility and clergy³², which are the very staple³³ of early advertisements, are only possible in an age when the aristocracy and its established Church effectively ruled the land. The custom of invoking³⁴ these powers lingered on long after they had ceased to hold sway. It is now, I fancy, almost wholly extinct. It may be that certain old-fashioned girls’ schools still provide education for the daughters of the nobility and clergy; but I am inclined to doubt it. Advertisers still find it worth while to parade the names and escutcheons of kings. But anything less than royalty³⁵ is, frankly³⁶, a “wash-out.”

127The crawling style of advertisement with its mixture of humble²⁹ appeals to patrons and its hyperbolical laudation of the goods advertised, was early varied³⁷ 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 imprint³⁸ of the once despicable position of commerce. They are written with the impossible and insincere unctuousness³⁹ of tradesmen’s letters. They are horribly uncultured; and when their writers aspire⁴⁰ to something more ambitious than the counting-house style, they fall at once into the stilted⁴¹ verbiage⁴² of self-taught learning. Some of the earlier efforts to raise the tone Of advertisements are very curious. One remembers those remarkable⁴³ full-page advertisements of Eno’s Fruit Salt, loaded with 128weighty 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 charlatanry⁴⁴ must at least have an air of sincerity⁴⁵. They confided⁴⁶ 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?

1 subtleties   

细微( subtlety的名词复数 )； 精细； 巧妙； 细微的差别等

参考例句：

• I think the translator missed some of the subtleties of the original. 我认为译者漏掉了原著中一些微妙之处。
• They are uneducated in the financial subtleties of credit transfer. 他们缺乏有关信用转让在金融方面微妙作用的知识。

2 conjuring   

n.魔术

参考例句：

• Paul's very good at conjuring. 保罗很会变戏法。
• The entertainer didn't fool us with his conjuring. 那个艺人变的戏法没有骗到我们。

3 machinery   

n.(总称)机械，机器；机构

参考例句：

• Has the machinery been put up ready for the broadcast?广播器材安装完毕了吗？
• Machinery ought to be well maintained all the time.机器应该随时注意维护。

4 justification   

n.正当的理由；辩解的理由

参考例句：

• There's no justification for dividing the company into smaller units. 没有理由把公司划分成小单位。
• In the young there is a justification for this feeling. 在年轻人中有这种感觉是有理由的。

5 dallied   

v.随随便便地对待( dally的过去式和过去分词 )；不很认真地考虑；浪费时间；调情

参考例句：

• He dallied with the idea of becoming an actor. 他对当演员一事考虑过，但并不认真。 来自《简明英汉词典》
• He dallied in the stores. 他在商店里闲逛。 来自《简明英汉词典》

6 arduous   

adj.艰苦的，费力的，陡峭的

参考例句：

• We must have patience in doing arduous work.我们做艰苦的工作要有耐性。
• The task was more arduous than he had calculated.这项任务比他所估计的要艰巨得多。

7 disinterested   

adj.不关心的，不感兴趣的

参考例句：

• He is impartial and disinterested.他公正无私。
• He's always on the make,I have never known him do a disinterested action.他这个人一贯都是唯利是图，我从来不知道他有什么无私的行动。

8 arduousness   

艰难，艰苦，奋斗

参考例句：

• The process of integration has the nature of arduousness and protractiveness. 一体化进程有其艰巨性和长期性。 来自互联网
• But we must see complexity and arduousness of this process. 但必须看到这一过程的复杂性和艰巨性。 来自互联网

9 sonnet   

n.十四行诗

参考例句：

• The composer set a sonnet to music.作曲家为一首十四行诗谱了曲。
• He wrote a sonnet to his beloved.他写了一首十四行诗，献给他心爱的人。

10 sonnets   

n.十四行诗( sonnet的名词复数 )

参考例句：

• Keats' reputation as a great poet rests largely upon the odes and the later sonnets. 作为一个伟大的诗人，济慈的声誉大部分建立在他写的长诗和后期的十四行诗上。 来自《简明英汉词典》
• He referred to the manuscript circulation of the sonnets. 他谈到了十四行诗手稿的流行情况。 来自辞典例句

11 lyric   

n.抒情诗，歌词；adj.抒情的

参考例句：

• This is a good example of Shelley's lyric poetry.这首诗是雪莱抒情诗的范例。
• His earlier work announced a lyric talent of the first order.他的早期作品显露了一流的抒情才华。

12 intelligible   

adj.可理解的，明白易懂的，清楚的

参考例句：

• This report would be intelligible only to an expert in computing.只有计算机运算专家才能看懂这份报告。
• His argument was barely intelligible.他的论点不易理解。

13 orator   

n.演说者，演讲者，雄辩家

参考例句：

• He was so eloquent that he cut down the finest orator.他能言善辩，胜过最好的演说家。
• The orator gestured vigorously while speaking.这位演讲者讲话时用力地做手势。

14 oratory   

n.演讲术；词藻华丽的言辞

参考例句：

• I admire the oratory of some politicians.我佩服某些政治家的辩才。
• He dazzled the crowd with his oratory.他的雄辩口才使听众赞叹不已。

15 succinctness   

n.简洁；简要；简明

参考例句：

• But we've seen little discussion on the relation between verb tenses and succinctness. 但有关动词时态与简练的关系的论述不多见。 来自互联网
• The design is characterized by logicality, flexibility, systematization and succinctness by case analysis. 并通过实例证明设计上具有逻辑性、灵活性、系统性和简洁性等特点。 来自互联网

16 cumulative   

adj.累积的，渐增的

参考例句：

• This drug has a cumulative effect.这种药有渐增的效力。
• The benefits from eating fish are cumulative.吃鱼的好处要长期才能显现。

17 eloquence   

n.雄辩；口才，修辞

参考例句：

• I am afraid my eloquence did not avail against the facts.恐怕我的雄辩也无补于事实了。
• The people were charmed by his eloquence.人们被他的口才迷住了。

18 gracefully   

ad.大大方方地；优美地

参考例句：

• She sank gracefully down onto a cushion at his feet. 她优雅地坐到他脚旁的垫子上。
• The new coats blouse gracefully above the hip line. 新外套在臀围线上优美地打着褶皱。

19 syllable   

n.音节；vt.分音节

参考例句：

• You put too much emphasis on the last syllable.你把最后一个音节读得太重。
• The stress on the last syllable is light.最后一个音节是轻音节。

20 lucid   

adj.明白易懂的，清晰的，头脑清楚的

参考例句：

• His explanation was lucid and to the point.他的解释扼要易懂。
• He wasn't very lucid,he didn't quite know where he was.他神志不是很清醒，不太知道自己在哪里。

21 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

22 infancy   

n.婴儿期；幼年期；初期

参考例句：

• He came to England in his infancy.他幼年时期来到英国。
• Their research is only in its infancy.他们的研究处于初级阶段。

23 maturity   

n.成熟；完成；(支票、债券等)到期

参考例句：

• These plants ought to reach maturity after five years.这些植物五年后就该长成了。
• This is the period at which the body attains maturity.这是身体发育成熟的时期。

24 abjectly   

凄惨地； 绝望地； 糟透地； 悲惨地

参考例句：

• She shrugged her shoulders abjectly. 她无可奈何地耸了耸肩。
• Xiao Li is abjectly obedient at home, as both his wife and daughter can "direct" him. 小李在家里可是个听话的顺民，妻子女儿都能“领导”他。

25 belly   

n.肚子，腹部；(像肚子一样)鼓起的部分，膛

参考例句：

• The boss has a large belly.老板大腹便便。
• His eyes are bigger than his belly.他眼馋肚饱。

26 primal   

adj.原始的；最重要的

参考例句：

• Jealousy is a primal emotion.嫉妒是最原始的情感。
• Money was a primal necessity to them.对于他们，钱是主要的需要。

27 abjection   

n. 卑鄙, 落魄

参考例句：

• We protest this vile abjection of youth to age. 我们反对年轻人如此卑劣地苛待老年人。
• I simply cannot put up with your abjection to his patronizing tone. 我就是受不了你对他那种高高在上的腔调还那么低三下四。

28 humbleness   

n.谦卑，谦逊；恭顺

参考例句：

• Neither riches nor honours can corrupt him; neither poverty nor humbleness can make him swerve from principle; and neither threats nor forces can subdue him. 富贵不能淫， 贫贱不能移，威武不能屈。
• Consciousness is the mother of progress; humbleness is the source of degeneration. 1自觉心是进步之母，自贱心是堕落之源。

29 humble   

adj.谦卑的，恭顺的；地位低下的；v.降低，贬低

参考例句：

• In my humble opinion,he will win the election.依我拙见，他将在选举中获胜。
• Defeat and failure make people humble.挫折与失败会使人谦卑。

30 oligarchical   

adj.寡头政治的，主张寡头政治的

参考例句：

31 nauseating   

adj.令人恶心的，使人厌恶的v.使恶心，作呕( nauseate的现在分词 )

参考例句：

• I had to listen to the whole nauseating story. 我不得不从头到尾听那令人作呕的故事。 来自《现代汉英综合大词典》
• There is a nauseating smell of rotten food. 有一股令人恶心的腐烂食物的气味。 来自《简明英汉词典》

32 clergy   

n.[总称]牧师，神职人员

参考例句：

• I could heartily wish that more of our country clergy would follow this example.我衷心希望，我国有更多的牧师效法这个榜样。
• All the local clergy attended the ceremony.当地所有的牧师出席了仪式。

33 staple   

n.主要产物，常用品，主要要素，原料，订书钉，钩环；adj.主要的，重要的；vt.分类

参考例句：

• Tea is the staple crop here.本地产品以茶叶为大宗。
• Potatoes are the staple of their diet.土豆是他们的主要食品。

34 invoking   

v.援引( invoke的现在分词 )；行使（权利等）；祈求救助；恳求

参考例句：

• You can customise the behavior of the Asynchronous Server and hence re-brand it by defining your own command set for invoking services. 通过定义自己调用服务的命令集，您可以定制自定义异步服务器的行为，通过为调用服务定义自己的命令集从而对它重新标记。 来自《简明英汉词典》
• You can customize the behavior of the Asynchronous Server and hence re-brand it by defining your own command set for invoking services. 通过定义自己调用服务的命令集，您可以定制自定义异步服务器的行为，通过为调用服务定义自己的命令集从而对它重新标记。 来自辞典例句

35 royalty   

n.皇家，皇族

参考例句：

• She claims to be descended from royalty.她声称她是皇室后裔。
• I waited on tables，and even catered to royalty at the Royal Albert Hall.我做过服务生， 甚至在皇家阿伯特大厅侍奉过皇室的人。

36 frankly   

adv.坦白地，直率地；坦率地说

参考例句：

• To speak frankly, I don't like the idea at all.老实说，我一点也不赞成这个主意。
• Frankly speaking, I'm not opposed to reform.坦率地说，我不反对改革。

37 varied   

adj.多样的，多变化的

参考例句：

• The forms of art are many and varied.艺术的形式是多种多样的。
• The hotel has a varied programme of nightly entertainment.宾馆有各种晚间娱乐活动。

38 imprint   

n.印痕，痕迹；深刻的印象；vt.压印，牢记

参考例句：

• That dictionary is published under the Longman imprint.那本词典以朗曼公司的名义出版。
• Her speech left its imprint on me.她的演讲给我留下了深刻印象。

39 unctuousness   

油性

参考例句：

• What welcome relief from the usual unctuousness of his kind! 平常这类广告虚情假意，现在多么受人欢迎，令人轻松！ 来自互联网

40 aspire   

vi.(to，after)渴望，追求，有志于

参考例句：

• Living together with you is what I aspire toward in my life.和你一起生活是我一生最大的愿望。
• I aspire to be an innovator not a follower.我迫切希望能变成个开创者而不是跟随者。

41 stilted   

adj.虚饰的；夸张的

参考例句：

• All too soon the stilted conversation ran out.很快这种做作的交谈就结束了。
• His delivery was stilted and occasionally stumbling.他的发言很生硬，有时还打结巴。

42 verbiage   

n.冗词；冗长

参考例句：

• Stripped of their pretentious verbiage,his statements come dangerously close to inviting racial hatred.抛开那些夸大其词的冗词赘语不论，他的言论有挑起种族仇恨的危险。
• Even in little 140-character bites,that's a lot of verbiage.即使限制在一条140个字也有很大一部分是废话。

43 remarkable   

adj.显著的，异常的，非凡的，值得注意的

参考例句：

• She has made remarkable headway in her writing skills.她在写作技巧方面有了长足进步。
• These cars are remarkable for the quietness of their engines.这些汽车因发动机没有噪音而不同凡响。

44 charlatanry   

n.吹牛，骗子行为

参考例句：

45 sincerity   

n.真诚，诚意；真实

参考例句：

• His sincerity added much more authority to the story.他的真诚更增加了故事的说服力。
• He tried hard to satisfy me of his sincerity.他竭力让我了解他的诚意。

46 confided   

v.吐露（秘密，心事等）( confide的过去式和过去分词 )；（向某人）吐露（隐私、秘密等）

参考例句：

• She confided all her secrets to her best friend. 她向她最要好的朋友倾吐了自己所有的秘密。
• He confided to me that he had spent five years in prison. 他私下向我透露，他蹲过五年监狱。 来自《简明英汉词典》