Sorry about that, readers. (The extended hiatus, I mean.) I was going to and fro in the world, and walking up and down in it, and in the course of my perambulations I came into possession of a rather remarkable set of documents: knitting and crochet patterns, mostly for lace, from publications ranging in date from 1900 to 1925. They are in fact my great-great-grandmother’s (I think that’s the right number of greats?) and I am going to make a project out of them, knitting each of these patterns and documenting the results. In order to do this properly, though, I need to obtain a camera, but until such time, you may find interest in the other side of the faded pages of Ladies Home Journals and Woman’s Worlds from more than a century ago.
Consider this advertisement for soap, circa 1920. Read out loud for best effect:
“It is well known that most women dislike to shampoo their own hair. With ordinary soaps it is such a task to work up a lather, while it is even harder to rinse the sticky, greasy, undissolved soap from the hair. And the free caustics in many cheap soaps and shampoo powders bite into the scalp and injure the hair.
But a shampoo with JAP ROSE* - the golden transparent soap - is ease and luxury itself. Just moisten the hair and scalp and dip the pure, golden, transparent cake in the water. Then just a very little rubbing, and almost instantly, thousands of pure, pearly bubbles cleanse hygienically every strand of the hair - every pore of the skin. The oil and dust and dirt are cut out and removed as if by magic, without the slightest injury to the hair or scalp. After that, a dash or two of water, and the hair is left perfectly clean, and healthy and fluffy.
For even in cold, hard water JAP ROSE is quickly and absolutely solube. There being no sediment, the bubbles are easily and completely washed away.
Made of pure oils of the finest grade and chemically pure glycerine, all scientifically blended by experts, JAP ROSE soap is not only pleasant and easy to use, but also healing and beneficial to the hair and skin.
Try a shampoo with JAP ROSE soap Today
Roses in the cheeks, fluffiness in the hair, fragrant
cleanliness everywhere - that’s JAP ROSE
You’ll like it!
An unusual value
at two cakes for a quarter.”
I haven’t included the equally enthusiastic copy at the top of the ad, but it’s much in the same vein. Just look at the second paragraph! Have you ever read anything that sounds so exactly the way a shampoo commercial looks? And just try imagine a similar product being sold today through force of words rather than through images!
I suppose verbose commercials, in the form of faux-articles in special advertising sections, are making something of a comeback, but that’s verbiage wearing an entirely different outfit, that’s verbiage borrowing the trappings of respectability rather than of - well, what is this trying to be, anyway? Is it poetry? What else can it be? Invoking images of beauty and pleasure, with an undercurrent of hoping to persuade a lovely woman to bestow her favor upon you? Erato, who charms the sight, is this monstrous birth yours?
The next question. There have been great love-poems adapted to pretty much all manifestations of eros, but has there ever been a great advertisement?** So long lives this, and this gives life to thee, but as soon as Jap Rose died, died the ads withal. Ads are the opposite of art.
I thought about calling them the opposite of truth, understanding truth to be something of a value and relevance than endures even when removed from its original context, but I think that definition fits art just as well, and there is no ready opposite of art.
*Yes, that name is exactly as ill-advised as it sounds.
**In fact, I think I might eventually argue that there are great advertisements, but the ones I can think of are almost entirely visual.