These indices and others which resemble them in point of the boldness
with which they point out to all observers the habitual uselessness
of those persons who employ them, have been replaced by other, more
dedicate methods of expressing the same fact; methods which are no less
evident to the trained eyes of that smaller, select circle whose
good opinion is chiefly sought. The earlier and cruder method of
advertisement held its ground so long as the public to which the
exhibitor had to appeal comprised large portions of the community who
were not trained to detect delicate variations in the evidences of
wealth and leisure. The method of advertisement undergoes a refinement
when a sufficiently large wealthy class has developed, who have the
leisure for acquiring skill in interpreting the subtler signs of
expenditure. "Loud" dress becomes offensive to people of taste,
as evincing an undue desire to reach and impress the untrained
sensibilities of the vulgar. To the individual of high breeding, it is
only the more honorific esteem accorded by the cultivated sense of the
members of his own high class that is of material consequence. Since
the wealthy leisure class has grown so large, or the contact of the
leisure-class individual with members of his own class has grown so
wide, as to constitute a human environment sufficient for the honorific
purpose, there arises a tendency to exclude the baser elements of
the population from the scheme even as spectators whose applause or
mortification should be sought. The result of all this is a refinement
of methods, a resort to subtler contrivances, and a spiritualization of
the scheme of symbolism in dress. And as this upper leisure class sets
the pace in all matters of decency, the result for the rest of society
also is a gradual amelioration of the scheme of dress. As the community
advances in wealth and culture, the ability to pay is put in evidence
by means which require a progressively nicer discrimination in the
beholder. This nicer discrimination between advertising media is in fact
a very large element of the higher pecuniary culture.
Chapter Eight ~~ Industrial Exemption and Conservatism
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