Art and Advertisement
I propose, subject to the patience of the reader, to devote two or three articles to prophecy. Like all healthy-minded prophets, sacred and profane, I can only prophesy when I am in a rage and think things look ugly for everybody. And like all healthy-minded prophets, I prophesy in the hope that my prophecy may not come true. For the prediction made by the true soothsayer is like the warning given by a good doctor. And the doctor has really triumphed when the patient he condemned to death has revived to life. The threat is justified at the very moment when it is falsified. Now I have said again and again (and I shall continue to say again and again on all the most inappropriate occasions) that we must hit Capitalism, and hit it hard, for the plain and definite reason that it is growing stronger. Most of the excuses which serve the capitalists as masks are, of course, the excuses of hypocrites. They lie when they claim philanthropy; they no more feel any particular love of men than Albu felt an affection for Chinamen. They lie when they say they have reached their position through their own organising ability. They generally have to pay men to organise the mine, exactly as they pay men to go down it. They often lie about their present wealth, as they generally lie about their past poverty. But when they say that they are going in for a "constructive social policy," they do not lie. They really are going in for a constructive social policy. And we must go in for an equally destructive social policy; and destroy, while it is still half-constructed, the accursed thing which they construct.
The Example of the Arts
Now I propose to take, one after another, certain aspects and departments of modern life, and describe what I think they will be like in this paradise of plutocrats, this Utopia of gold and brass in which the great story of England seems so likely to end. I propose to say what I think our new masters, the mere millionaires, will do with certain human interests and institutions, such as Art, Science, Jurisprudence, or Religion — unless we strike soon enough to prevent them. And for the sake of argument I will take in this article the example of the arts.
Most people have seen a picture called "Bubbles," which is used for the advertizement of a celebrated soap, a small cake of which is introduced into the pictorial design. And anybody with an instinct for design (the caricaturist of the Daily Herald, for instance), will guess that it was not originally a part of the design. He will see that the cake of soap destroys the picture as a picture; as much as if the cake of soap had been used to scrub off the paint. Small as it is, it breaks and confuses the whole balance of objects in the composition. I offer no judgement here upon Millais's action in the matter; in fact, I do not know what it was. The important point for me at the moment is that the picture was not painted for the soap, but the soap added to the picture. And the spirit of the corrupting change which has separated us from that Victorian epoch can be best seen in this: that the Victorian atmosphere, with all its faults, did not permit such a style of patronage to pass as a matter of course. Michael Angelo may have been proud to have helped an emperor or a pope; though, indeed, I think he was prouder than they were on his own account. I do not believe Sir John Millais was proud of having helped a soapboiler. I do not say he thought it wrong; but he was not proud of it. And that marks precisely the change from his time to our own. Our merchants have really adopted the style of merchant princes. They have begun openly to dominate the civilization of the State, as the emperors and popes openly dominated in Italy. In Millais's time, broadly speaking, art was supposed to mean good art; advertisement was supposed to mean inferior art. The head of a black man, painted to advertize somebody's blacking, could be a rough symbol, like an inn sign. The black man had only to be black enough. An artist exhibiting the picture of a negro was expected to know that a black man is not so black as he is painted. He was expected to render a thousand tints of grey and brown and violet: for there is no such thing as a black man just as there is no such thing as a white man. A fairly clear line separated advertizement from art.
The First Effect
I should say the first effect of the triumph of the capitalist (if we allow him to triumph) will be that that line of demarcation will entirely disappear. There will be no art that might not just as well be advertizement. I do not necessarily mean that there will be no good art; much of it might be, much of it already is, very good art. You may put it, if you please, in the form that there has been a vast improvement in advertizements. Certainly there would be nothing surprising if the head of a negro advertizing Somebody's Blacking nowadays were finished with as careful and subtle colours as one of the old and superstitious painters would have wasted on the negro king who brought gifts to Christ. But the improvement of advertizements is the degradation of artists. It is their degradation for this clear and vital reason: that the artist will work, not only to please the rich, but only to increase their riches; which is a considerable step lower. After all, it was as a human being that a pope took pleasure in a cartoon of Raphael or a prince took pleasure in a statuette of Cellini. The prince paid for the statuette; but he did not expect the statuette to pay him. It is my impression that no cake of soap can be found anywhere in the cartoons which the Pope ordered of Raphael. And no one who knows the small-minded cynicism of our plutocracy, its secrecy, its gambling spirit, its contempt of conscience, can doubt that the artist-advertizer will often be assisting enterprises over which he will have no moral control, and of which he could feel no moral approval. He will be working to spread quack medicines, queer investments; and will work for Marconi instead of Medici. And to this base ingenuity he will have to bend the proudest and purest of the virtues of the intellect, the power to attract his brethren, and the noble duty of praise. For that picture by Millais is a very allegorical picture. It is almost a prophecy of what uses are awaiting the beauty of the child unborn. The praise will be of a kind that may correctly be called soap; and the enterprises of a kind that may truly be described as Bubbles.CHAPTER 2
Letters and the New Laureates
In these articles I only take two or three examples of the first and fundamental fact of our time. I mean the fact that the capitalists of our community are becoming quite openly the kings of it. In my last (and first) article, I took the case of Art and advertizement. I pointed out that Art must be growing worse — merely because advertizement is growing better. In those days Millais condescended to Pears' soap. In these days I really think it would be Pears who condescended to Millais. But here I turn to an art I know more about, that of journalism. Only in my case the art verges on artlessness.
The great difficulty with the English lies in the absence of something one may call democratic imagination. We find it easy to realize an individual, but very hard to realize that the great masses consist of individuals. Our system has been aristocratic: in the special sense of there being only a few actors on the stage. And the back scene is kept quite dark, though it is really a throng of faces. Home Rule tended to be not so much the Irish as the Grand Old Man. The Boer War tended not to be so much South Africa as simply "Joe." And it is the amusing but distressing fact that every class of political leadership, as it comes to the front in its turn, catches the rays of this isolating lime-light; and becomes a small aristocracy. Certainly no one has the aristocratic complaint so badly as the Labour Party. At the recent Congress, the real difference between Larkin and the English Labour leaders was not so much in anything right or wrong in what he said, as in something elemental and even mystical in the way he suggested a mob. But it must be plain, even to those who agree with the more official policy, that for Mr. Havelock Wilson the principal question was Mr. Havelock Wilson; and that Mr. Sexton was mainly considering the dignity and fine feelings of Mr. Sexton. You may say they were as sensitive as aristocrats, or as sulky as babies; the point is that the feeling was personal. But Larkin, like Danton, not only talks like ten thousand men talking, but he also has some of the carelessness of the colossus of Arcis; "Que mon nom soit flétri, que la France soit libre."
A Dance of Degradation
It is needless to say that this respecting of persons has led all the other parties a dance of degradation. We ruin South Africa because it would be a slight on Lord Gladstone to save South Africa. We have a bad army, because it would be a snub to Lord Haldane to have a good army. And no Tory is allowed to say "Marconi" for fear Mr. George should say "Kynoch." But this curious personal element, with its appalling lack of patriotism, has appeared in a new and curious form in another department of life; the department of literature, especially periodical literature. And the form it takes is the next example I shall give of the way in which the capitalists are now appearing, more and more openly, as the masters and princes of the community.
I will take a Victorian instance to mark the change; as I did in the case of the advertizement of "Bubbles." It was said in my childhood, by the more apoplectic and elderly sort of Tory, that W. E. Gladstone was only a Free Trader because he had a partnership in Gilbey's foreign wines. This was, no doubt, nonsense; but it had a dim symbolic, or mainly prophetic, truth in it. It was true, to some extent even then, and it has been increasingly true since, that the statesman was often an ally of the salesman; and represented not only a nation of shopkeepers, but one particular shop. But in Gladstone's time, even if this was true, it was never the whole truth; and no one would have endured it being the admitted truth. The politician was not solely an eloquent and persuasive bagman travelling for certain business men; he was bound to mix even his corruption with some intelligible ideals and rules of policy. And the proof of it is this: that at least it was the statesman who bulked large in the public eye; and his financial backer was entirely in the background. Old gentlemen might choke over their port, with the moral certainty that the Prime Minister had shares in a wine merchant's. But the old gentleman would have died on the spot if the wine merchant had really been made as important as the Prime Minister. If it had been Sir Walter Gilbey whom Disraeli denounced, or Punch caricatured; if Sir Walter Gilbey's favourite collars (with the design of which I am unacquainted) had grown as large as the wings of an archangel; if Sir Walter Gilbey had been credited with successfully eliminating the British Oak with his little hatchet; if, near the Temple and the Courts of Justice, our sight was struck by a majestic statue of a wine merchant; or if the earnest Conservative lady who threw a gingerbread-nut at the Premier had directed it towards the wine merchant instead, the shock to Victorian England would have been very great indeed.
Haloes for Employers
Now something very like that is happening; the mere wealthy employer is beginning to have not only the power but some of the glory. I have seen in several magazines lately, and magazines of a high class, the appearance of a new kind of article. Literary men are being employed to praise a big business man personally, as men used to praise a king. They not only find political reasons for the commercial schemes — that they have done for some time past — they also find moral defences for the commercial schemers. They describe the capitalist's brain of steel and heart of gold in a way that Englishmen hitherto have been at least in the habit of reserving for romantic figures like Garibaldi or Gordon. In one excellent magazine Mr. T. P. O'Connor, who, when he likes, can write on letters like a man of letters, has some purple pages of praise of Sir Joseph Lyons — the man who runs those teashop places. He incidentally brought in a delightful passage about the beautiful souls possessed by some people called Salmon and Gluckstein. I think I like best the passage where he said that Lyons's charming social accomplishments included a talent for "imitating a Jew." The article is accompanied with a large and somewhat leering portrait of that shopkeeper, which makes the parlour-trick in question particularly astonishing. Another literary man, who certainly ought to know better, wrote in another paper a piece of hero-worship about Mr. Selfridge. No doubt the fashion will spread, and the art of words, as polished and pointed by Ruskin or Meredith, will be perfected yet further to explore the labyrinthine heart of Harrod; or compare the simple stoicism of Marshall with the saintly charm of Snelgrove.
Any man can be praised — and rightly praised. If he only stands on two legs he does something a cow cannot do. If a rich man can manage to stand on two legs for a reasonable time, it is called self-control. If he has only one leg, it is called (with some truth) self-sacrifice. I could say something nice (and true) about every man I have ever met. Therefore, I do not doubt I could find something nice about Lyons or Selfridge if I searched for it. But I shall not. The nearest postman or cab-man will provide me with just the same brain of steel and heart of gold as these unlucky lucky men. But I do resent the whole age of patronage being revived under such absurd patrons; and all poets becoming court poets, under kings that have taken no oath, nor led us into any battle.CHAPTER 3
The fairy tales we were all taught did not, like the history we were all taught, consist entirely of lies. Parts of the tale of "Puss in Boots" or "Jack and the Beanstalk" may strike the realistic eye as a little unlikely and out of the common way, so to speak; but they contain some very solid and very practical truths. For instance, it may be noted that both in "Puss in Boots" and "Jack and the Beanstalk" if I remember aright, the ogre was not only an ogre but also a magician. And it will generally be found that in all such popular narratives, the king, if he is a wicked king, is generally also a wizard. Now there is a very vital human truth enshrined in this. Bad government, like good government, is a spiritual thing. Even the tyrant never rules by force alone; but mostly by fairy tales. And so it is with the modern tyrant, the great employer. The sight of a millionaire is seldom, in the ordinary sense, an enchanting sight: nevertheless, he is in his way an enchanter. As they say in the gushing articles about him in the magazines, he is a fascinating personality. So is a snake. At least he is fascinating to rabbits; and so is the millionaire to the rabbit-witted sort of people that ladies and gentlemen have allowed themselves to become. He does, in a manner, cast a spell, such as that which imprisoned princes and princesses under the shapes of falcons or stags. He has truly turned men into sheep, as Circe turned them into swine.
Now, the chief of the fairy tales, by which he gains this glory and glamour, is a certain hazy association he has managed to create between the idea of bigness and the idea of practicality. Numbers of the rabbit-witted ladies and gentlemen do really think, in spite of themselves and their experience, that so long as a shop has hundreds of different doors and a great many hot and unhealthy underground departments (they must be hot; this is very important), and more people than would be needed for a man-of-war, or crowded cathedral, to say: "This way, madam," and "The next article, sir," it follows that the goods are good. In short, they hold that the big businesses are businesslike. They are not. Any housekeeper in a truthful mood, that is to say, any housekeeper in a bad temper, will tell you that they are not. But housekeepers, too, are human, and therefore inconsistent and complex; and they do not always stick to truth and bad temper. They are also affected by this queer idolatry of the enormous and elaborate; and cannot help feeling that anything so complicated must go like clockwork. But complexity is no guarantee of accuracy — in clockwork or in anything else. A clock can be as wrong as the human head; and a clock can stop, as suddenly as the human heart.