Following on from the publication here of the lost Saki story ‘The Romance of Business’, Saki scholar Brian Gibson managed to turn up the following article about the series of ads of which Saki’s tale was but a part. I publish it in full below. Readers may think that the writer is taking his brief a bit too seriously and the prose gets bit purple as a result, but it gives an idea of the context.

OCTOBER 3, 1914 SELFRIDGE & CO, LTD, London, England.–A series of ads exploiting the store’s fifth anniversary. There are some twenty odd ads in the complete series. Three of them are reproduced on this page.

It is possible that no more remarkable ads than these have been produced in the entire history of retail advertising. It is certain that there has never been a more interesting and more constructive presentation of the institutional phase of retailing–the side of retailing that is too often submerged when the actual function of a store is under consideration.

It is not in technique and design that the Selfridge ads are out of the ordinary–although they are in reality works of art, on the one hand, and literature, on the other. Their chief novelty and merit lie in the point of view they reflect, a point of view that puts retailing as an enterprise, and trade as a vocation, on the high level on which they properly should stand.

While each ad of the entire series carries the signature of Selfridge & Co., the theme in the text is “the Retail Store as an Institution,” and the subject matter is composed not of what Selfridge & Co. think of themselves, but of what other people think of them. And, after all, is it not public opinion that makes any institution what it is–any institution, at least, the basis of whose work is service? Continue reading →