Page:The Modern Writer.pdf/27

 However, it happens you see that the advertising medium, put out frankly as an advertising medium, cannot exist. Although the modern man and woman of the streets has been pretty effectually standardized as regards his hat, the cigarette he smokes, the automobile he drives, he cannot in reality be standardized. Few of us will as yet order our wives from a mail order house. Although in America and during the long period during which we have all been so busy conquering the mechanical world we have in general looked upon the poet or the artist as rather a sissy, a nut, a man who had better be brushed aside, we all have something of the poet and lover in us. We cannot, at least not as yet, spend our hours of leisure outside factory and office hours just looking at advertisements of factory products and becoming excited because some man has performed the heroic feat of going from the city of