Page:The American language; an inquiry into the development of English in the United States (IA americanlanguage00menc 0).pdf/447



No people, save perhaps the Spaniards, have a richer store of proverbial wisdom than the Americans, and surely none other makes more diligent and deliberate efforts to augment its riches. The American literature of "inspirational" platitude is enormous and almost unique. There are half a dozen authors, e. g., Dr. Orison Swett Marden and Dr. Frank Crane, who devote themselves almost exclusively, and to vast profit, to the composition of arresting and uplifting apothegms, and the fruits of their fancy are not only sold in books but also displayed upon an infinite variety of calendars, banners and wall-cards. It is rarely that one enters the office of an American business man without encountering at least one of these wall-cards. It may, on the one hand, show nothing save a succinct caution that time is money, say, "Do It Now," or "This Is My Busy Day"; on the other hand, it may embody a long and complex sentiment, ornately set forth. The taste for such canned sagacity seems to have arisen in America at a very early day. Benjamin Franklin's "Poor Richard's Almanac," begun in 1732, remained a great success for twenty-five years, and the annual sales reached 10,000. It had many imitators, and founded an aphoristic style of writing which culminated in the essays of Emerson, often mere strings of sonorous certainties, defectively articulated. The "Proverbial Philosophy" of Martin Farquhar Tupper, dawning upon the American public in the early 40's, was welcomed with enthusiasm; as Saintsbury says, its success on this side of the Atlantic even exceeded its success on the other. But that was the last and perhaps the only importation of the sage and mellifluous in bulk. In late years the American production of such merchandise has grown so large that the balance of trade now flows in the other direction. Every traveling American must have observed the translations of the chief works of Dr. Marden that are on sale in all the countries of Europe, and with them the masterpieces of such other apostles of the New Thought as Ralph