Table-Talk, Essays on Men and Manners [194]
whether it is or not. Describe a picture as _lofty,_ _imposing,_ and _grand,_ these words excite certain ideas in the mind like the sound of a trumpet, which are not to be quelled, except by seeing the picture itself, nor even then, if it is viewed by the help of a catalogue, written expressly for the occasion by the artist himself. It is not to be supposed that _he_ would say such things of his picture unless they were allowed by all the world; and he repeats them, on this gentle understanding, till all the world allows them.[1] So Reputation runs in a vicious circle, and Merit limps behind it, mortified and abashed at its own insignificance. It has been said that the test of fame or popularity is to consider the number of times your name is repeated by others, or is brought to their recollection in the course of a year. At this rate, a man has his reputation in his own hands, and, by the help of puffing and the press, may forestall the voice of posterity, and stun the 'groundling' ear of his contemporaries. A name let off in your hearing continually, with some bouncing epithet affixed to it, startles you like the report of a pistol close at your car: you cannot help the effect upon the imagination, though you know it is perfectly harmless--_vox et praeterea nihil._ So, if you see the same name staring you in the face in great letters at the corner of every street, you involuntarily think the owner of it must be a great man to occupy so large a space in the eye of the town. The appeal is made, in the first instance, to the senses, but it sinks below the surface into the mind. There are some, indeed, who publish their own disgrace, and make their names a common by-word and nuisance, notoriety being all that they want. A quack gets himself surreptitiously dubbed Doctor or Knight; and though you may laugh in his face, it pays expenses. Parolles and his drum typify many a modern adventurer and court-candidate for unearned laurels and unblushing honours. Of all puffs, lottery puffs are the most ingenious and most innocent. A collection of them would make an amusing _Vade mecum._ They are still various and the same, with that infinite ruse with which they lull the reader at the outset out of all suspicion. the insinuating turn in the middle, the home-thrust at the ruling passion at last, by which your spare cash is conjured clean out of the pocket in spite of resolution, by the same stale, well-known, thousandth-time repeated artifice of _All prizes_ and _No blanks_--a self-evident imposition! Nothing, however, can be a stronger proof of the power of fascinating the public judgment through the eye alone. I know a gentleman who amassed a considerable fortune (so as to be able to keep his carriage) by printing nothing but lottery placards and handbills of a colossal size. Another friend of mine (of no mean talents) was applied to (as a snug thing in the way of business) to write regular lottery puffs for a large house in the city, and on having a parcel of samples returned on his hands as done in too severe and terse a style, complained quaintly enough, _'That modest merit never could succeed!'_ Even Lord Byron, as he tells us, has been accused of writing lottery-puffs. There are various ways of playing one's-self off before the public, and keeping one's name alive. The newspapers, the lamp-posts, the walls of empty houses, the shutters of windows, the blank covers of magazines and reviews, are open to every one. I have heard of a man of literary celebrity sitting in his study writing letters of remonstrance to himself, on the gross defects of a plan of education he had just published, and which remained unsold on the bookseller's counter. Another feigned himself dead in order to see what would be said of him in the newspapers, and to excite a sensation in this way. A flashy pamphlet has been run to a five-and-thirtieth edition, and thus ensured the writer a 'deathless date' among political charlatans, by regularly striking off a new title-page to every fifty or a hundred copies that were sold. This is