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An essay by Walter Prichard Eaton |
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The Immorality Of Shop-Windows |
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Title: The Immorality Of Shop-Windows Author: Walter Prichard Eaton [More Titles by Eaton] At the heart of morality lies content. That is a statement either optimistic or cynical, as you choose to look at it; but it is a statement of fact. Even the reformer seeks to allay his discontent, which does not arise from the morality in him, but from the immorality in other people. Anybody who has lived with a reformer knows this. Therefore are modern shop-windows--by steel construction made to occupy the maximum amount of space, to assault by breadth and brilliance the most callous eye--one of the most immoral forces in modern city life. This is especially true of the shop-windows on Fifth Avenue, New York. For these windows, even at night illuminated like silent drawing-rooms vacant of people, expose to the view of the most humble passer on the curb as well as to the pampered rich racing by in motors, the spoils of all the world. Here are paintings by the old masters and the new; rare furniture and marbles from Italian palaces; screens from Japan; jewels and rugs from the Orient; silk stockings, curios, china, bronzes, hats, furs; and again more curios, cabinets, statues, paintings; things rare and beautiful and exotic from every quarter of the globe, "from silken Samarcand to cedared Lebanon." And they are not collections, they are not the treasures of some proud house, although they might have been once; they are for sale; they may be bought by anybody--who has the price. But who has the price? That stout woman riding by in her limousine, with a Pomeranian on her lap instead of a baby? That fifteen-dollar-a-week chorus-girl in a cab, half buried under a two-thousand-dollar chinchilla coat? That elderly man who hobbles goutily out of his club and walks a few short blocks to his house on Murray Hill, "for exercise"? Assuredly, somebody has the price, for the shops are ever open, the allurement of their windows never less. But not you, who gaze hungry-eyed at these beautiful objects, and then go to a Sixth Avenue department store and wonder if you can afford that Persian rug made in Harlem, marked down from $50 to $48.87; or that colonial mahogany bookcase glistening with brand new varnish. Envy gnaws at your heart. And yet you had supposed that yours was a comfortable sort of income--maybe four thousand dollars a year. Your father, on that income, back in a New England suburb, was counted quite a man in the community, and you put on airs. He selected the new minister, and you set the style in socks. But now you are humiliated, embittered. You rave against predatory wealth. Thus shop-windows do make Socialists of us all. Nor are you able to accept the shop-windows educationally, recalling that when you went to Europe you saw nothing that had not already stared at you through plate-glass on Fifth Avenue--for sale. Who wants to view one of the chairs that a Medici sat in, only to recall that months before he saw its mate in a shop-window at the corner of Fifth Avenue and Fifty-first Street; or to contemplate a pious yellow heathen bowed down before the image of Buddha, while the tinkly temple bells are tinkling, only to have rise in his mind the memory of a much larger and more venerable Buddha which used to smile out inscrutably at the crossing of Twenty-ninth Street, below a much sweeter string of tinkly temple bells?
But in the humbler windows off the Avenue there is an equal, if grosser, element of immorality. For these are the windows where price-tags are displayed. The tag has always two prices, the higher marked through with red ink, the lower, for this very reason, calling with a siren voice. The price crossed off is always just beyond your means, the other just within it. "Ah," you think, swallowing the deception with only too great willingness, "what a bargain! It may never come again!" And you enter the fatal door. Perhaps you struggle first. "Don't buy it," says the inhibition of prudence. "You have more neckties now than you can wear." "But it's so cheap," says impulse, with the usual sophistry. And you, poor victim that you are, tugged on and back by warring factions in your brain,--poor refutation of the silly old theological superstitions that there is such a thing as free will,--vacillate on the sidewalk till the battle is over, till your mythical free will is down in the dust. Thus do shop-windows overthrow theology. Then you enter that shop, and ask for the tie. Or perhaps it is something else, and they haven't your size. You ought to feel glad, relieved. Do you? You do not! You are angry. You feel as if you had lost just so much money, when in reality you have saved it. Thus do shop-windows destroy logic. This has been a particularly perilous season for the man with a passion for shirts. By some diabolic agreement, all the haberdashers at one and the same time filled their windows with luscious lavenders and faint green stripes and soft silk shirts with comfortable French cuffs, and marking out $2.00 or $3.00, as the case might be, wrote $1.50 or $2.50 below. The song of the shirt was loud in the land, its haunting melody not to be resisted. Is there any lure for a woman in all the fluffy mystery of a January "white sale" comparable to the seduction for a man of a lavender shirt marked down from $2.00 to $1.50? I doubt it. Heaven help the woman if there is! So the unused stock in trunk or bureau drawer accumulates, and the weekly reward for patient toil at an office dribbles away, and the savings-bank is no richer for your deposit--and the shop-windows flare as shamelessly as ever. There is only one satisfaction. The man who sells shirts always has a passion for jewelry. And that keeps him poor, too! [The end] GO TO TOP OF SCREEN |