England -- Fiction; Patent medicines -- Marketing -- Fiction; Pharmaceutical industry -- Fiction; Satire; Science fiction
£150,000—think of it!—for the goodwill in a string of lies and a trade
in bottles of mitigated water! Do you realise the madness of the world
that sanctions such a thing? Perhaps you don’t. At times use and wont
certainly blinded me. If it had not been for Ewart, I don’t think I
should have had an inkling of the wonderfulness of this development of
my fortunes; I should have grown accustomed to it, fallen in with all
its delusions as completely as my uncle presently did. He was immensely
proud of the flotation. “They’ve never been given such value,” he said,
“for a dozen years.” But Ewart, with his gesticulating hairy hands and
bony wrists, his single-handed chorus to all this as it played itself
over again in my memory, and he kept my fundamental absurdity
illuminated for me during all this astonishing time.
“It’s just on all fours with the rest of things,” he remarked; “only
more so. You needn’t think you’re anything out of the way.”
I remember one disquisition very distinctly. It was just after Ewart
had been to Paris on a mysterious expedition to “rough in” some work
for a rising American sculptor. This young man had a commission for an
allegorical figure of Truth (draped, of course) for his State Capitol,
and he needed help. Ewart had returned with his hair cut _en brosse_
and with his costume completely translated into French. He wore, I
remember, a bicycling suit of purplish-brown, baggy beyond ageing—the
only creditable thing about it was that it had evidently not been made
for him—a voluminous black tie, a decadent soft felt hat and several
French expletives of a sinister description. “Silly clothes, aren’t
they?” he said at the sight of my startled eye. “I don’t know why I
got’m. They seemed all right over there.”
He had come down to our Raggett Street place to discuss a benevolent
project of mine for a poster by him, and he scattered remarkable
discourse over the heads (I hope it was over the heads) of our
bottlers.
“What I like about it all, Ponderevo, is its poetry.... That’s where we
get the pull of the animals. No animal would ever run a factory like
this. Think!... One remembers the Beaver, of course. He might very
possibly bottle things, but would he stick a label round ’em and sell
’em? The Beaver is a dreamy fool, I’ll admit, him and his dams, but
after all there’s a sort of protection about ’em, a kind of muddy
practicality! They prevent things getting at him. And it’s not your
poetry only. It’s the poetry of the customer too. Poet answering to
poet—soul to soul. Health, Strength and Beauty—in a bottle—the magic
philtre! Like a fairy tale....
“Think of the people to whom your bottles of footle go! (I’m calling it
footle, Ponderevo, out of praise,” he said in parenthesis.)
Public-domain text, read in full here on John Shaqi.
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