The trade of advertising is now so near to perfection that it is not easy to propose any improvement. But as every art ought to be exercized in due subordination to the public good, I cannot but propose it as a moral question to these masters of the public ear, whether they do not sometimes play too wantonly with our passions.
Samuel JohnsonIt may be observed in general that the future is purchased by the present. It is not possible to secure distant or permanent happiness but by the forbearance of some immediate gratification. This is so evidently true with regard to the whole of our existence that all precepts of theology have no other tendency than to enforce a life of faith; a life regulated not by our senses but by our belief; a life in which pleasures are to be refused for fear of invisible punishments, and calamities sometimes to be sought, and always endured, in hope of rewards that shall be obtained in another state.
Samuel JohnsonNothing detains the reader's attention more powerfully than deep involutions of distress, or sudden vicissitudes of fortune; and these might be abundantly afforded by memoirs of the sons of literature. They are entangled by contracts which they know not how to fulfill, and obliged to write on subjects which they do not understand. Every publication is a new period of time, from which some increase or declension of fame is to be reckoned. The gradations of a hero's life are from battle to battle, and of an author's from book to book.
Samuel Johnson