Published in 1888 for the Cotton Bale Medicine Company of Helena, Arkansas, this pair of store display cards, each one measuring about 11 by 14 inches, is housed in the Library of Congress in relic state: faded and damaged and mounted for preservation on a backing sheet. In 1888 it wouldn’t have been seen this way. To imagine it as it was then, we probably won’t be able to escape our education. I, at least, find myself imagining literarily. When I display the poster before my mind’s eye, I find myself thinking it into a setting like Jason’s store in The Sound and the Fury, smelling of pine and heat.
But I also have the photoresources to reconstruct it physically, without regard to any shelfspace it may fill in the library of the imaginary.
I look at what I have done and I think I have helped something made of pictures and words escape from time. That thought turns out to be the consequence of an optical illusion, however. The illusion has enabled me to think I can now move in close to “Merit and Success” and read again the fine-print phrase “free to all,” but of course I can’t. When I teach Ulysses in the years that have followed its day in 1904, I have to bracket a word into the text to make sure the class reads Poldy’s throwaway in “Lestrygonians” as a constative, not an imperative: “All [are] heartily welcome.” All used to be understood to mean everybody, but that sense seems to have gone obsolete. Rhetoric has lost something that sounded somehow grander than everybody: not restricted to the mere body or the mere human but universal.
And of course the fine print in the lexicon of the Remedies also says free.
I have reconstructed that word too, but reconstructed it in a time when the people of the bales can read it and write memos of their own. In 1888 that word on this page wouldn’t have been read as ironic by the readership for which it was intended, but it turns out that reading takes place now across a different spectrum. I have also reconstructed the page’s 1888 colors, but even that purely spectral act turns out to be complicated by words. Post-1888 terms that we have to know now when we read this page, for instance, include not just color but also colored and the colored.
And in the sky, cottony clouds . . .
Metaphor too has undergone a change of clothes. There are no remedies for this ceaselessness. Language, it turns out, never was color-fast.