The Works of Samuel Johnson, LL.D. in Nine Volumes, Volume 04: The Adventurer; The IdlerJohnson, Samuel
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The Works of Samuel Johnson, LL.D. in Nine Volumes, Volume 04: The Adventurer; The Idler
Johnson, Samuel
English essays -- 18th century
Promise, large promise, is the soul of an advertisement. I remember a
_wash-ball_ that had a quality truly wonderful--it gave an _exquisite
edge to the razor_. And there are now to be sold, _for ready money
only_, some _duvets for bed-coverings, of down, beyond comparison
superior to what is called otter-down_, and indeed such, that its _many
excellencies cannot be here set forth_. With one excellence we are made
acquainted--_it is warmer than four or five blankets, and lighter than
one._
There are some, however, that know the prejudice of mankind in favour of
modest sincerity. The vender of the _beautifying fluid_ sells a lotion
that repels pimples, washes away freckles, smooths the skin, and plumps
the flesh; and yet, with a generous abhorrence of ostentation,
confesses, that it will not _restore the bloom of fifteen to a lady of
fifty_.
The true pathos of advertisements must have sunk deep into the heart of
every man that remembers the zeal shown by the seller of the _anodyne
necklace_, for the ease and safety of _poor teething infants_, and the
affection with which he warned every mother, that _she would never
forgive herself_, if her infant should perish without a necklace.
I cannot but remark to the celebrated author who gave, in his
notifications of the camel and dromedary, so many specimens of the
genuine sublime, that there is now arrived another subject yet more
worthy of his pen. _A famous Mohawk Indian warrior, who took_ Dieskaw
_the French general prisoner, dressed in the same manner with the native
Indians when they go to war, with his face and body painted, with his
scalping-knife, tom-axe, and all other implements of war! a sight worthy
the curiosity of every true Briton!_ This is a very powerful
description; but a critick of great refinement would say, that it
conveys rather _horrour_ than _terrour_. An Indian, dressed as he goes
to war, may bring company together; but if he carries the scalping-knife
and tom-axe, there are many true Britons that will never be persuaded to
see him but through a grate.
It has been remarked by the severer judges, that the salutary sorrow of
tragick scenes is too soon effaced by the merriment of the epilogue; the
same inconvenience arises from the improper disposition of
advertisements. The noblest objects may be so associated as to be made
ridiculous. The camel and dromedary themselves might have lost much of
their dignity between _the true flower of mustard_ and the _original
Daffy's elixir_; and I could not but feel some indignation when I found
this illustrious Indian warrior immediately succeeded by _a fresh parcel
of Dublin butter_.
Public-domain text, read in full here on John Shaqi.
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