‘That’s all very well,’ said Gumbril. ‘But how do you propose to appeal to the most important of the instincts? I refer, as you may well imagine, to sex.’
‘I was just going to come to that,’ said Mr Boldero, raising his hand as though to ask for a patient hearing. ‘Alas! we can’t. I don’t see any way of hanging our Small-Clothes on the sexual peg.’
‘Then we are undone,’ said Gumbril, too dramatically.
‘No, no.’ Mr Boldero was reassuring. ‘You make the error of the Viennese. You exaggerate the importance of sex. After all, my dear Mr Gumbril, there is also the instinct of self-preservation; there is also,’ he leaned forward, wagging his finger, ‘the social instinct, the instinct of the herd.’
‘True.’
‘Both of them as powerful as sex. What are the Professor’s famous Censors but forbidding suggestions from the herd without, made powerful and entrenched by the social instinct within?’
Gumbril had no answer; Mr Boldero continued, smiling:
‘So that we shall be all right if we stick to self-preservation and the herd. Rub in the comfort and the utility, the hygienic virtues of our Small-Clothes; that will catch their self-preservatory feelings. Aim at their dread of public opinion, at their ambition to be one better than their fellows and their terror of being different – at all the ludicrous weaknesses a well-developed social instinct exposes them to. We shall get them, if we set to work scientifically.’ Mr Boldero’s bird-like eyes twinkled very brightly. ‘We shall get them,’ he repeated, and he laughed a happy little laugh, full of such a childlike diabolism, such an innocent gay malignity, that it seemed as though a little leprechaun had suddenly taken the financier’s place in Gumbril’s best arm-chair.
Gumbril laughed too; for this leprechaunish mirth was infectious. ‘We shall get them,’ he echoed. ‘Oh, I’m sure we shall, if you set about it, Mr Boldero.’
Mr Boldero acknowledged the compliment with a smile that expressed no false humility. It was his due, and he knew it.
‘I’ll give you some of my ideas about the advertising campaign,’ he said. ‘Just to give you a notion. You can think them over, quietly, and make suggestions.’
‘Yes, yes,’ said Gumbril, nodding.
Mr Boldero cleared his throat. ‘We shall begin,’ he said, ‘by making the most simple elementary appeal to their instinct of self-preservation: we shall point out that the Patent Small-Clothes are comfortable; that to wear them is to avoid pain. A few striking slogans about comfort – that’s all we want. Very simple indeed. It doesn’t take much to persuade a man that it’s pleasanter to sit on air than on wood. But while we’re on the subject of hard seats we shall have to glide off subtly at a tangent to make a flank attack on the social instincts.’ And joining the tip of his forefinger to the tip of his thumb, Mr Boldero moved his hand delicately sideways, as though he were sliding it along a smooth brass rail. ‘We shall have to speak about the glories and the trials of sedentary labour. We must exalt its spiritual dignity and at the same time condemn its physical discomforts. “The seat of honour”, don’t you know. We could talk about that. “The Seats of the Mighty.” “The seat that rules the office rocks the world.” All those lines might be made something of. And then we could have little historical chats about thrones; how dignified, but how uncomfortable they’ve been. We must make the bank clerk and the civil servant feel proud of being what they are and at the same time feel ashamed that, being such splendid people, they should have to submit to the indignity of having blistered hind-quarters. In modern advertising you must flatter your public – not in the oily, abject, tradesman-like style of the old advertisers, crawling before clients who were their social superiors; that’s all over now. It’s we who are the social superiors – because we’ve got more money than the bank clerks and the civil servants. Our modern flattery must be manly, straightforward, sincere, the admiration of equal for equal – all the more flattering as we aren’t equals.’ Mr Boldero laid a finger to his nose. ‘They’re dirt and we’re capitalists . . .’ He laughed.
Gumbril laughed too. It was the first time that he had ever thought of himself as a capitalist, and the thought was exhilarating.
‘We flatter them,’ went on Mr Boldero. ‘We say that honest work is glorious and ennobling – which it isn’t; it’s merely dull and cretinizing. And then we go on to suggest that it would be finer still, more ennobling, because less uncomfortable, if they wore Gumbril’s Patent Small-Clothes. You see the line?’
Gumbril saw the line.
‘After that,’ said Mr Boldero, ‘we get on to the medical side of the matter. The medical side, Mr Gumbril – that’s most important. Nobody feels really well nowadays – at any rate, nobody who lives in a big town and does the kind of loathsome work that the people we’re catering for does. Keeping this fact before our eyes, we have to make it clear that only those can expect to be healthy who wear pneumatic trousers.’
‘That will be a little difficult won’t it?’ questioned Gumbril.
‘Not a bit of it!’ Mr Boldero laughed with an infectious confidence. ‘All we have to do is to talk about the great nerve-centre of the spine: the shocks they get when they sit down too hard; the wearing exhaustion to which long-protracted sitting on unpadded seats subjects them. We’ll have to talk very scientifically about the great lumbar ganglia – if there are such things, which I really don’t pretend to know. We’ll even talk amost mystically about the ganglia. You know that sort of ganglion philosophy?’
Mr Boldero went on parenthetically. ‘Very interesting it is, sometimes, I think. We could put in a lot about the dark, powerful sense-life, sex-life, instinct-life which is controlled by the lumbar ganglion. How important it is that that shouldn’t be damaged. That already our modern conditions of civilization tend unduly to develop the intellect and the thoracic ganglia controlling the higher emotions. That we’re wearing out, growing feeble, losing our balance in consequence. And that the only cure – if we are to continue our present mode of civilized life – is to be found in Gumbril’s Patent Small-Clothes.’ Mr Boldero brought his hand with an emphatic smack on to the table as he spoke, as he fairly shouted these last words.
‘Magnificent,’ said Gumbril, with genuine admiration.
‘This sort of medical and philosophical dope,’ Mr Boldero went on, ‘is always very effective, if it’s properly used. The public to whom we are making our appeal is, of course, almost absolutely ignorant on these, or, indeed, on almost all other subjects. It is therefore very much impressed by the unfamiliar words; particularly if they have such a good juicy sound as the word “ganglia”.’
‘There was a young man of East Anglia, whose loins were a tangle of ganglia,’ murmured Gumbril, improvvisatore.
‘Precisely,’ said Mr Boldero. ‘Precisely. You see how juicy it is? Well, as I say, they’re impressed. And they’re also grateful. They’re grateful to us for having given them a piece of abstruse, unlikely information which they can pass on to their wives, or to such friends as they know don’t read the paper in which our advertisement appears – can pass on airily, don’t you know, with easy erudition, as though they’d known all about ganglia from their childhood. And they’ll feel such a flow of superiority as they hand on the metaphysics and the pathology, that they’ll always think of us with affection. They’ll buy our breeks and they’ll get other people to buy. That’s why,’ Mr Boldero went off again on an instructive tangent, ‘that’s why the day of secret patent medicines is really over. It’s no good saying you have rediscovered some secret known only, in the past, to the Egyptians. People don’t know anything about Egyptology; but they have an inkling that such a science exists. And that if it does exist, it’s unlikely that patent-medicine makers should have found out facts unknown to the professors at the universities. And it’s much the same even with secrets that don’t come from Egypt. People know there’s such a thing as medical science and they again feel it’s improbable that manufacturers should know things ignored by the
doctors. The modern democratic advertiser is entirely above-board. He tells you all about it. He explains that the digestive juices acting on bismuth give rise to a disinfectant acid. He points out that lactic ferment gets destroyed before it reaches the large intestine, so that Metchnikoff’s cure generally won’t work. And he goes on to explain that the only way of getting the ferment there is to mix it with starch and paraffin: starch to feed the ferment on, paraffin to prevent the starch being digested before it gets to the intestine. And, in consequence, he convinces you that a mixture of starch, paraffin and ferment is the only thing that’s any good at all. Consequently you buy it; which you would never have done without the explanation. In the same way, Mr Gumbril, we mustn’t ask people to take our trousers on trust. We must explain scientifically why these trousers will be good for their health. And by means of the ganglia, as I’ve pointed out, we can even show that the trousers will be good for their souls and the whole human race at large. And as you probably know, Mr Gumbril, there’s nothing like a spiritual message to make things go. Combine spirituality with practicality and you’ve fairly got them. Got them, I may say, on toast. And that’s what we can do with our trousers; we can put a message into them, a big, spiritual message. Decidedly,’ he concluded, ‘we shall have to work those ganglia all we can.’
‘I’ll undertake to do that,’ said Gumbril, who felt buoyant and self-assured. Mr Boldero’s hydrogenous conversation had blown him up like a balloon.
‘And I’m sure you’ll do it well,’ said Mr Boldero encouragingly. ‘There is no better training for modern commerce than a literary education. As a practical business man, I always uphold the ancient universities, especially in their teaching of the Humanities.’
Gumbril was much flattered. At the moment, it seemed supremely satisfying to be told that he was likely to make a good business man. The business man took on a radiance, began to glow, as it were, with a phosphorescent splendour.
‘Then it’s very important,’ continued Mr Boldero, ‘to play on their snobbism; to exploit that painful sense of inferiority which the ignorant and ingenuous always feel in the presence of the knowing. We’ve got to make our trousers the Thing – socially right as well as merely personally comfortable. We’ve got to imply somehow that it’s bad form not to wear them. We’ve got to make those who don’t wear them feel rather uncomfortable. Like that film of Charlie Chaplin’s, where he’s the absent-minded young man about town who dresses for dinner immaculately, from the waist up – white waistcoat, tail coat, stiff shirt, top-hat – and only discovered, when he gets down into the hall of the hotel, that he’s forgotten to put on his trousers. We’ve got to make them feel like that. That’s always very successful. You know those excellent American advertisements about young ladies whose engagements are broken off because they perspire too freely or have an unpleasant breath? How horribly uncomfortable those make you feel! We’ve got to do something of the same sort for our trousers. Or more immediately applicable would be those tailor’s advertisements about correct clothes. “Good clothes make you feel good.” You know the sort of line. And then those grave warning sentences in which you’re told that a correctly cut suit may make the difference between an appointment gained and an appointment lost, an interview granted and an interview refused. But the most masterly examples I can think of,’ Mr Boldero went on with growing enthusiasm, ‘are those American advertisements of spectacles, in which the manufacturers first assume the existence of a social law about goggles, and then proceed to invoke all the sanctions which fall on the head of the committer of a solecism upon those who break it. It’s masterly. For sport or relaxation, they tell you, as though it was a social axiom, you must wear spectacles of pure tortoiseshell. For business, tortoiseshell rims and nickel earpieces lend incisive poise – incisive poise, we must remember that for our ads, Mr Gumbril. “Gumbril’s Patent Small-Clothes lend incisive poise to business men.” For semi-evening dress, shell rims with gold ear-pieces and gold nose-bridges. And for full dress, gold-mounted rimless pince-nez are refinement itself, and absolutely correct. Thus we see, a social law has been created, according to which every self-respectiving myope or astigmat must have four distinct pairs of glasses. Think if he should wear the all-shell sports model with full dress! Revolting solecism! The people who read advertisements like that begin to feel uncomfortable; they have only one pair of glasses, they are afraid of being laughed at, thought low-class and ignorant and suburban. And since there are few who would not rather be taken in adultery than in provincialism, they rush out to buy four new pairs of spectacles. And the manufacturer gets rich, Mr Gumbril. Now, we must do something of the kind with our trousers. Imply somehow that they’re correct, that you’re undressed without, that your fiancée would break off the engagement if she saw you sitting down to dinner on anything but air.’ Mr Boldero shrugged his shoulders, vaguely waved his hand.
‘It may be rather difficult,’ said Gumbril, shaking his head.
‘It may be,’ Mr Boldero agreed. ‘But difficulties are made to be overcome. We must pull the string of snobbery and shame; it’s essential. We must find our methods for bringing the weight of public opinion to bear mockingly on those who do not wear our trousers. It is difficult at the moment to see how it can be done. But it will have to be done, it will have to be done,’ Mr Boldero repeated emphatically. ‘We might even find a way of invoking patriotism to our aid. “English trousers filled with English air for Englishmen.” A little far-fetched, perhaps. But there might be something in it.’
Gumbril shook his head doubtfully.
‘Well, it’s one of the things we’ve got to think about in any case,’ said Mr Boldero. ‘We can’t afford to neglect such powerful social emotions as these. Sex, as we’ve seen, is almost entirely out of the question. We must run the rest, therefore, as hard as we can. For instance, there’s the novelty business. People feel superior if they possess something new which their neighbours haven’t got. The mere fact of newness is an intoxication. We must encourage that sense of superiority, brew up that intoxication. The most absurd and futile objects can be sold because they’re new. Not long ago I sold four million patent soap-dishes of a new and peculiar kind. The point was that you didn’t screw the fixture into the bathroom wall: you made a hole in the wall and built the soap-dish into a niche, like a holy water stoup. My soap-dishes possessed no advantages over other kinds of soap-dishes, and they cost a fantastic amount to install. But I managed to put them across, simply because they were new. Four million of them.’ Mr Boldero smiled with satisfaction at the recollection. ‘We shall do the same, I hope, with our trousers. People may be shy of being the first to appear in them; but the shyness will be compensated for by the sense of superiority and elation produced by the consciousness of the newness of the things.’
‘Quite so,’ said Gumbril.
‘And then, of course, there’s the economy slogan. “One pair of Gumbril’s Patent Small-Clothes will outlast six pairs of ordinary trousers.” That’s easy enough. So easy that it’s really uninteresting.’ Mr Boldero waved it away.
‘We shall have to have pictures,’ said Gumbril, parenthetically. He had an idea.
‘Oh, of course.’
‘I believe I know of the very man to do them,’ Gumbril went on. ‘His name’s Lypiatt. A painter. You’ve probably heard of him.’
‘Heard of him!’ exclaimed Mr Boldero. He laughed. ‘But who hasn’t heard of Lydgate.’
‘Lypiatt.’
‘Lypgate, I mean, of course.’
‘I think he’d be the very man,’ said Gumbril.
‘I’m certain he would,’ said Mr Boldero, not a whit behindhand.
Gumbril was pleased with himself. He felt he had done some one a good turn. Poor old Lypiatt; be glad of the money. Gumbril remembered also his own fiver. And remembering his own fiver, he also remembered that Mr Boldero had as yet made no concrete suggestion about terms. He nerved himself at last to suggest to Mr Boldero that it was time to think of this little m
atter. Ah, how he hated talking about money! He found it so hard to be firm in asserting his rights. He was ashamed of showing himself grasping. He always thought with consideration of the other person’s point of view – poor devil, could he afford to pay? And he was always swindled and always conscious of the fact. Lord, how he hated life on these occasions! Mr Boldero was still evasive.
‘I’ll write you a letter about it,’ he said at last.
Gumbril was delighted. ‘Yes, do,’ he said enthusiastically, ‘do.’ He knew how to cope with letters all right. He was a devil with the fountain-pen. It was these personal, hand-to-hand combats that he couldn’t manage. He could have been, he always felt, such a ruthless critic and satirist, such a violent, unscrupulous polemical writer. And if ever he committed his autobiography to paper, how breath-takingly intimate, how naked – naked without so much as a healthy sunburn to colour the whiteness – how quiveringly a sensitive jelly it would be! All the things he had never told any one would be in it. Confession at long range – if anything it would be rather agreeable.
‘Yes, do write me a letter,’ he repeated. ‘Do.’
Mr Boldero’s letter came at last, and the proposals it contained were derisory. A hundred pounds down and five pounds a week when the business should be started. Five pounds a week – and for that he was to act as a managing director, writer of advertisements and promoter of foreign sales. Gumbril felt thankful that Mr Boldero had put the terms in a letter. If they had been offered point-blank across the luncheon table, he would probably have accepted them without a murmur. He wrote a few neat, sharp phrases saying that he could not consider less than five hundred pounds down and a thousand a year. Mr Boldero’s reply was amiable; would Mr Gumbril come and see him?
See him? Well, of course, it was inevitable. He would have to see him again some time. But he would send the Complete Man to deal with the fellow. A Complete Man matched with a leprechaun – there could be no doubt as to the issue.
Antic Hay Page 15
