Advertising

"To Lord Peter Wimsey, the few weeks of his life spent in unravelling the Problem of the Iron Staircase possessed an odd dreamlike quality, noticeable at the time and still more insistent in retrospect. The very work that engaged him — or rather, the shadowy simulacrum of himself that signed itself on every morning in the name of Death Bredon — wafted him into a sphere of dim platonic archetypes, bearing a scarcely recognizable relationship to anything in the living world. Here those strange entities, the Thrifty Housewife, the Man of Discrimination, the Keen Buyer and the Good Judge, for ever young, for ever handsome, for ever virtuous, economical and inquisitive, moved to and fro upon their complicated orbits, comparing prices and values, making tests of purity, asking indiscreet questions about each other's ailments, household expenses, bed-springs, shaving cream, diet, laundry work and boots, perpetually spending to save and saving to spend, cutting out coupons and collecting cartons, surprising husbands with margarine and wives with patent washers and vacuum-cleaners, occupied from morning to night in washing, cooking, dusting, filing, saving their children from germs, their complexions from wind and weather, their teeth from decay and their stomachs from indigestion, and yet adding so many hours to the day by labour-saving appliances that they had always leisure for visiting the talkies, sprawling on the beach to picnic upon Potted Meats and Tinned Fruit, and (when adorned by So-and-so's Silks, Blank's Gloves, Dash's Footwear, Whatnot's Weatherproof Complexion Cream and Thingummy's Beautifying Shampoos), even attending Ranelagh, Cowes, the Grand Stand at Ascot, Monte Carlo and the Queen's Drawing-Rooms. Where, Bredon asked himself, did the money come from that was to be spent so variously and so lavishly? If this hell's-dance of spending and saving were to stop for a moment, what would happen? If all the advertising in the world were to shut down tomorrow, would people still go on buying more soap, eating more apples, giving their children more vitamins, roughage, milk, olive oil, scooters and laxatives, learning more languages by gramophone, hearing more virtuosos by radio, re-decorating their houses, refreshing themselves with more non-alcoholic thirst-quenchers, cooking more new, appetizing dishes, affording themselves that little extra touch which means so much? Or would the whole desperate whirligig show down, and the exhausted public relapse upon plain grub and elbow-grease? He did not know. Like all rich men, he had never before paid any attention to advertisements. He had never realized the enormous commercial importance of the comparatively poor. Not on the wealthy, who buy only what they want when they want it, was the vast superstructure of industry founded and built up, but on those who, aching for a luxury beyond their reach and for a leisure for ever denied them, could be bullied or wheedled into spending their few hardly won shillings on whatever might give them, if only for a moment, a leisured and luxurious illusion. Phantasmagoria — a city of dreadful day, of crude shapes and colours piled Babel-like in a heaven of harsh cobalt and rocking over a void of bankruptcy — ? Cloud Cuckoo-land, peopled by pitiful ghosts, from the Thrifty Housewife providing a Grand Family Meal for Fourpence with the aid of Dairyfields Butter Beans in Margarine, to the Typist capturing the affections of Prince Charming by a liberal use of Muggins's Magnolia Face Cream."

— Murder Must Advertise, by Dorothy L. Sayers, 1933