The Arcades Project - Operi

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proclaimed itself the wonder of the age? The fascination of capital letters, which
were growing ever larger, carried advertising away: it was the magnetic mountain
that threw off the compass . ... This wretched advertising had an influence no less
fatal to the hook trade . . . . Advertising represented . . . a doubling of expenses
. .. : one thousand francs for promoting a new work. Because of this rise in
costs, moreover, hook dealers merdlessly demanded from authors two volumes
inst.ead of one-volumes in octavo rather than in smaller format, for that did not
cost any morc to advertise . ... Advertising . .. would require a whole history unto
itself: Swift, with his vitriolic pen, would be the one to write it." On the word
reclame , the following remark: 'For those who may not know the
facts, we merely observe that the reclame is the little notice slipped into the newspaper
near the end, and ordinarily paid for by the bookseller; inserted on the
same day as the advertisement, or on the day following, it gives in two words a
brief' and favorable judgment that helps prepare the way for that of the review."
Saint-Beuve, " De la Litterature industrielle," Revue des deux l1wndes, 19, no. 4,
(1839), Pl'. 682-683. [U9,1]