“This sort of medical and philosophical dope,” Mr. Boldero went on, “is always very effective, if it’s properly used. The public to whom we are making our appeal is, of course, almost absolutely ignorant on these, or, indeed, on almost all other subjects. It is therefore very much impressed by the unfamiliar words; particularly if they have such a good juicy sound as the word ‘ganglia.’”
“There was a young man of East Anglia, whose loins were a tangle of ganglia,” murmured Gumbril, _improvisatore_.
“Precisely,” said Mr. Boldero. “Precisely. You see how juicy it is? Well, as I say, they’re impressed. And they’re also grateful. They’re grateful to us for having given them a piece of abstruse, unlikely information which they can pass on to their wives, or to such friends as they know don’t read the paper in which our advertisement appears—can pass on airily, don’t you know, with easy erudition, as though they’d known all about ganglia from their childhood. And they’ll feel such a flow of superiority as they hand on the metaphysics and the pathology, that they’ll always think of us with affection. They’ll buy our breeks and they’ll get other people to buy. That’s why,” Mr. Boldero went off again on an instructive tangent, “that’s why the day of secret patent medicines is really over. It’s no good saying you have rediscovered some secret known only, in the past, to the Egyptians. People don’t know anything about Egyptology; but they have an inkling that such a science exists. And that if it does exist, it’s unlikely that patent medicine makers should have found out facts unknown to the professors at the universities. And it’s much the same even with secrets that don’t come from Egypt. People know there’s such a thing as medical science and they again feel it’s improbable that manufacturers should know things ignored by the doctors. The modern democratic advertiser is entirely above-board. He tells you all about it. He explains that the digestive juices acting on bismuth give rise to a disinfectant acid. He points out that lactic ferment gets destroyed before it reaches the large intestine, so that Metchnikoff’s cure generally won’t work. And he goes on to explain that the only way of getting the ferment there is to mix it with starch and paraffin: starch to feed the ferment on, paraffin to prevent the starch being digested before it gets to the intestine. And in consequence, he convinces you that a mixture of starch, paraffin and ferment is the only thing that’s any good at all. Consequently you buy it; which you would never have done without the explanation. In the same way, Mr. Gumbril, we mustn’t ask people to take our trousers on trust. We must explain scientifically why these trousers will be good for their health. And by means of the ganglia, as I’ve pointed out, we can even show that the trousers will be good for their souls and the whole human race at large. And as you probably know, Mr. Gumbril, there’s nothing like a spiritual message to make things go. Combine spirituality with practicality and you’ve fairly got them. Got them, I may say, on toast. And that’s what we can do with our trousers; we can put a message into them, a big, spiritual message. Decidedly,” he concluded, “we shall have to work those ganglia all we can.”