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Updated: August 24, 2024
One of the earliest developments of Lemaitre's independence of spirit and contempt of the honeyed adjectives of critics was displayed in his refusal to pay those amiable taxes which are so much the rule in Paris, if not in all European cities. Generous enough in his own way with the abundant earnings of his art, Lemaitre declined to pay for puffery.
Squire no posthumous puffery the case of Crashaw life of Flecker his fondness for revision his friendship with Rupert Brooke his skill as a translator his austerity art for art's sake his "brightness" love of Greek mythology steady mental development his definition of the aim of poetry.
Advertise sufficiently, yet with becoming modesty, for 'puffery' is a thing I heartily despise, and were the whole press to turn round and applaud me as much as it has hitherto abused and ridiculed me, I would not have one of its penny lines of condescendingly ignorant approval quoted in connection with what must be a perfectly unostentatious and simple announcement of this new production from my pen.
The new illumination does not stand for any national ideal at all; and what is yet more to the point, it does not come from any popular enthusiasm at all. That is where it differs from the narrowest national Protestantism of the English institution. Mobs have risen in support of No Popery; no mobs are likely to rise in defence of the New Puffery.
Nearly every metropolitan daily is now engaged in this nauseous puffery business, and the infection is rapidly spreading to the illustrated weeklies and magazines.
Something of this kind happened to Innocent after her meeting with the painter who bore the name of her long idealised knight of France, Amadis de Jocelin. She soon learned that he was a somewhat famous personage, famous for his genius, his scorn of accepted rules, and his contempt for all "puffery," push and patronage, as well as for his brusquerie in society and carelessness of conventions.
As matters stood, and as he did not cease to repeat with a calm and smiling air, he had merely done what every banking-house does when it issues stock, that is, pay the press for advertisements and puffery, employ brokers, and reward services discreetly rendered to the enterprise. It was all a business matter, and for him that expression summed up everything.
All that hoops, powder, and puffery can do for them has been done; they walk in silk attire, and their hair is what is technically termed dressed. Some of them bring their children, bedizened like dolls, and mimicking mamma's gestures and genuflexion in a manner more provoking to sadness than to satire. If the dressing is elaborate, the crossing is also.
But over and above this we must take into account all the labour that goes to sheer waste, here, in keeping up the stables, the kennels, and the retinue of the rich; there, in pandering to the caprices of society and the depraved tastes of the fashionable mob; there again, in forcing the consumer to buy what he does not need, or foisting an inferior article upon him by means of puffery, and in producing on the other hand wares which are absolutely injurious, but profitable to the manufacturer.
To make him see that not by blare of trumpets, not by noise, wrath, greed, ambition, intrigue, puffery, is good and lasting work to be done on earth: but by wise self-distrust, by silent labour, by lofty self-control, by that charity which hopeth all things, believeth all things, endureth all things; by such an example, in short, as women now in tens of thousands set to those around them; such as they will show more and more, the more their whole womanhood is educated to employ its powers without waste and without haste in harmonious unity.
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