Slim Novel 15 - http://adventuresofkimi.blogspot.com - See Homepage
30. A New Seminar ----
---gathers in the Sociology Office Sunday 1 PM hosted by Professor Edwardes as usual.
He stands to speak from end of the long oval, mahogany table. "Today, Seminar is on what I call esthetics, and you can spell it with an Ae if you like. It asks: Why do each one of us like what we like? This is not just a rhetorical question. If one knew the secret of why many persons like what they like, one could make a lot of money."
Nicola in his spaghetti-sauce-stained white chef's garb, sitting to the professor's left interrupts. "You right perfessora. If I know the secret a da best pizza, I mayka fortune and opena my owna Pizza"
Edwardes continues, happy to have gotten immediate response. "One aspect of esthetics is what I call generational effect. For instance I notice my students in their early 20's go for the Elvis Presley rock and roll I do not admire. Obviously, some difference in the way they and I were raised, educated and experienced the culture has changed their tastes."
The writer in residence, Jerry Salinger, next to Edwardes, around the table on his right, says. "John, if I may interrupt, this is an area that as a writer I am interested in. This effect is much affected by what I call trendism. In each new generation, certain opinion-makers set the likes and dislikes of the public. In writing they are the literary critics. Take Herman Melville's Moby Dick? Of course Melville was a highly talented writer - we don't need critics to tell us that; his early Typee is the work of a master. But Moby Dick? The writing may be fine but the content is metaphysical claptrap! Yes, the book could be a masterpiece on Nineteenth Century whaling, at a tenth of its present size, if the claptrap were edited out but as it is, it has little or no relevance for Twentieth Century readers. But it is popular because it was discovered by trend-maker critics in the 1920's and given the stamp of received opinion. Meanwhile we living writers go undiscovered. I don't have an answer so I present the problem."
Leo Davidoff, who has become a regular at Seminar, takes his turn. "Not unrelated to what you say, sir, consider the role of advertising. The latest craze to buy the Harry Rotter books is my case in point. I picked up one of these books recently left behind, undoubtedly by a disappointed buyer at the airport. Only a child should read it!! Yet everywhere it is being advertised and then bought by adults as the most interesting reading of the century."
Professor Edwardes: "Then consider another aspect. A few of you know the Physician's Notebooks, the wise advice of an obscure doctor here in the Bronx. He could not get one publisher interested so he printed a hundred copies at his own expense and now they are popular with my fellow professors because of original insights into good health and living long happily. But the response of the typical publisher is - to mimic a cockney critic, on hearing the book is written by the obscure Bronx doctor - 'Oo in 'ell is 'ee?
Now, I happen to know the author. He is now only 40 years old, which negatives his attractiveness as wise guru of health. But just consider! What if he manages to live to his vaunted age 113 or 114, his one-million hours of life? You could bet and you'd win, that his book will be grabbed by Farrar, Straus and Giroux, and every reader on Earth would be dying to buy in order not to die on a dime, so to speak, as most of us end up doing."
Jerry Salinger chuckles and says: "Right after I complete my next novel, remind me to murder my mother and father and rape my two sisters at once and then have them all for supper. You could bet I'd sell and you'd win." Laughter fills the room.
When it quietens Edwardes remarks "The point is well made. Notoriety sells a lot of books."
Dr. Stan signals. "Allow me to give a psychoanalytic opinion here. Especially to Mr. Salinger and for all commercial writers. The key to being popular is to appear to offer something of great value to the customer - be it a person you wish to befriend or to sell your book to." Stan pauses and looks around the table at some disbelieving expressions. "To make a ridiculous example, supposing on leaving this Seminar, you meet a fellow with a very slim book who says, "If you read this, you will find out exactly when and how you will die." Of course, first reaction is I don't believe. But then what if he tells you personal information about yourself that no one but your closest relative would know and what if that causes you to even partly believe his initial assertion about the book he is offering? Of course, you would buy it at once. You would buy it from a sense of self preservation, because it would have sparked a paranoia that this is part of a plot to kill you and you would want to find out about it to prevent it. My point is that in producing a product of art that you wish a reader or viewer to value, you want to make him believe he will benefit personally from the product. If you succeed in making him believe that, your work will succeed beyond bounds."
Joe Pro, sitting next to Stan says, "I'm a guy who believes basic universals make for appreciation of a work of art. All you say may be so - advertisement, trendism, self-gain, received opinion are factors - but take the Golden Mean, which I used in the design of your office. It is a geometric formula that makes a rectangular area at once deeply beautiful to all; it appeals to basic racial memory's sense of taste. The great artists like Leonardo, Michelangelo, knew it and used it. So do I. -"
He is interrupted by Nicola. "Yeah! Yeah! Joe isa right. He dida mural for Luigi in da store. And ever since da business tripled. Da people canta getta enuffa it. Goombah! You gotta secret! Datsa why we calla you Joe Pro."
Professor Edwardes's time keeper signals and Edwardes stands and says. "Alright folks. we got some passion from this seminar. Now, let us see if Nicola has the secret formula for the world's best pizza." He presses a button and the door to his outer office opens revealing his secretary, the efficient Miss Jenkins, with a rolling table that has the biggest, most delightful-smelling mixed vegetable-topped pizza anyone has ever seen, cut into enough pieces for each one.
For next, click 15.(31-32) Psychoanalysis for Writer Unblock
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