Canadian Advertising in Action Canadian 10th Edition Tuckwell Test Bank 1
Canadian Advertising in Action Canadian 10th Edition Tuckwell Test Bank 1
Canadian Advertising in Action Canadian 10th Edition Tuckwell Test Bank 1
Chapter 5
1) Once the advertising objectives are clearly defined, devising the message and media
strategies are the task of the
A) product manager
B) client
C) agency
D) product mix
E) account manager
Answer: C
Diff: 1 Type: MC Page Ref: 117
Skill: Recall
3) In order to ensure consistency of thought and style to campaigns that stretch over
extended periods of time, this is an important component of the creative development
process:
A) product mix
B) media budget
C) market place
D) teamwork
E) mission statement
Answer: D
4) The document that contains vital information about the advertising task at hand is
known as the creative brief. This is provided by the
A) marketplace
B) client
C) sales team
D) agency
E) industry
Answer: B
Diff: 1 Type: MC Page Ref: 120
Skill: Recall
5) The document that is known as the creative brief provides a framework for discussion
between
A) the client and the agency
B) the agency and the consumer
C) the creative director and the creative team
D) the agency and the media
E) the media buyer and the client
Answer: A
Diff: 3 Type: MC Page Ref: 120
Skill: Recall
6) The market profile includes key issues on happenings in the marketplace, such as
A) media strengths and weaknesses
B) the agency creative team
C) size and rate of growth in the market
D) the creative brief
E) tactical considerations
Answer: C
Diff: 2 Type: MC Page Ref: 120
Skill: Applied
8) Objectives that are focused on behavioural issues such as creating awareness are:
A) sales objectives
B) creative objectives
C) media objectives
D) advertising objectives
E) marketing objectives
Answer: D
Diff: 3 Type: MC Page Ref: 126
Skill: Applied
9) This area of analysis may have an impact on the tone, style and appeal techniques used
in advertising.
A) sales
B) geographic
C) competitive
D) technological
E) product mix
Answer: C
Diff: 3 Type: MC Page Ref: 124
Skill: Applied
10) When the creative team has completed an assignment in the form of rough layouts,
storyboards or scripts, it is submitted to ________ for approval.
A) the client
B) fellow designers
C) senior agency personnel
D) the general public
E) a focus group
Answer: C
Diff: 2 Type: MC Page Ref: 119
Skill: Applied
11) The target market profile must be supplied to the agency by the
A) Canadian Outdoor Measurement Bureau
B) Statistics Department of Canada
C) Audit Bureau of Circulation
D) media
E) client
Answer: E
Diff: 2 Type: MC Page Ref: 125
Skill: Recall
12) The starting point for any new advertising project is the
A) signed contract
B) market analysis
C) target market analysis
D) competitive analysis
E) creative brief
Answer: E
Diff: 1 Type: MC Page Ref: 120
Skill: Recall
13) The task of developing the creative concept or "big idea" belongs to the
A) client and creative director
B) media planner, account executive and copywriter
C) marketing manager and copywriter
D) copywriter alone
E) copywriter, art director and creative director
Answer: E
Diff: 2 Type: MC Page Ref: 120
Skill: Recall
14) The advertising agency might gain general direction by noting the client's preference
for ______________, but strategy is normally the domain of the agency.
A) the amount of product to be advertised
B) emotional or humorous appeals
C) the market segment to be targeted
D) the amount of market research required
E) the use of certain dayparts
Answer: B
Diff: 3 Type: MC Page Ref: 118
Skill: Applied
17) To facilitate the creative thinking process, overall goals focus on issues that
advertising can definitely influence, such as
A) media exposure
B) increasing sales
C) creating awareness and preference
D) product development
E) budget realities
Answer: C
Diff: 3 Type: MC Page Ref: 126
Skill: Applied
19) "To achieve a brand awareness level of 60 per cent among the defined target market
within 12 months of launching the product" is an example of
A) a sales promotion objective
B) a media objective
C) a creative objective
D) an advertising objective
E) a marketing objective
Answer: D
Diff: 2 Type: MC Page Ref: 129
Skill: Applied
20) When a product is firmly established in the market, the marketing objectives usually
reflect an attempt to
A) use new media
B) create awareness
C) encourage product trial
D) differentiate user segments
E) convert light users into heavy users
Answer: E
Diff: 3 Type: MC Page Ref: 130
Skill: Applied
21) When Ford launched the Focus they incorporated music-themed creative for the
internet. This was an effort to
A) attract a new, younger target
1. Does it add to the interest of a story, for you, when you are baffled by
its mystery up to the very end?
2. What author’s detective stories do you consider the best? Why?
3. If possible, secure a copy of Voltaire’s “Zadig,” and write a short
paper on Zadig’s reasoning.
4. Does the introduction of an element of the supernatural increase or
lessen the interest of a story, for you?
5. Write about two-hundred words comparing (a) the work of Poe’s
Dupin with Doyle’s Sherlock Holmes; (b) with that of any other fictional
detective—Chesterton’s Father Brown, for example.
6. Explain what is meant by inductive reasoning.
7. Select from some magazine (a) a good detective story, and (b) a good
story of the unexplained, or supernatural. (c) Discuss the relative merits
of each.
8. Do you prefer Jacobs as a writer of humorous stories of sea-faring folk
or as a writer of the weird?
9. Which of Poe’s stories do you like best, and why?
Fictional plots deal with the inner man quite as often as with the outer.
Indeed, the action of the soul is more real, intense and interesting than mere
visible action could possibly be. For this reason the master story-tellers
nearly always interpret the inner life—whether of thought, of emotion, or of
decision—by displaying the outer, instead of by merely analyzing and
discussing the thoughts, feelings and decisions of their characters. The more
clearly this outer action pictures the inner man, the more real does the
character become to us and the more perfectly do we grasp the whole story.
As a universal human experience, emotion[20] mingles with all manifestations
of life. In the short-story it finds various expression in the hilarious fun of
“Pigs is Pigs,” by Butler; the character humor of Barrie’s “Thrums” stories;
the mingled humor and pathos of Harte’s “The Luck of Roaring Camp”; the
patriotic sentiment of Daudet’s “The Siege of Berlin”; the mystic sympathy
of Kipling’s “They”; the idyllic love of the Book of Ruth; the incomparable
psychological insight of Maupassant’s “A Coward”; the cold, revengeful
jealousy of Balzac’s “La Grande Bretêche”; the choking, supernatural terror
of Poe’s “The Pit and the Pendulum”; the tragic passion of Mérimée’s
“Mateo Falcone,” and all the myriad shades and combinations of shades
which lie between.
Naturally, each story in this entire collection illustrates one or another
emotional phase, as even a cursory reading will make clear. What, for
example, could be more intense than the emotions of those two parents, as
depicted in “The Monkey’s Paw?” But for this group two stories have been
selected as being typical examples of emotional expression, because in them
human feeling predominates over all other characteristics and really makes
the story.
“The Last Class,” which is here presented in a translation by the editor of this
volume, is rich in local color, in impressionism, and in character drawing, but
as an unaffected picture of patriotic feeling it is unsurpassed in the literature
of the short-story. There is not a single jarring emotional tone, not the
slightest exaggeration of true emotional values. With singular repression,
Daudet secures his effects by suggesting rather than fully expressing the
profound feelings of the school-master, his pupils, and the visitors; and when
the majestically simple climax is reached, we have accepted the reality of it
all and have received a single effective and lasting impression.
“Without Benefit of Clergy,” the second specimen, is left for the reader to
analyze and discuss. Surely this most sadly touching of all love-stories
presents the poignant pity, the inevitable disaster, the final heart-break of
unsanctified love, as never before or since in the pages of fiction.
Alphonse Daudet was born at Nîmes, France, May 13, 1840. Here and at
Lyons he received his education. At the age of seventeen he and his brother
Ernest went to Paris, where Alphonse published his first long poem two years
later. This began his literary success. From 1860 to 1865 he served as
secretary in the Cabinet of the Duke de Morny, and at the early age of
twenty-five was decorated with the Cross of the Legion of Honor. He was
profoundly impressed by the memories of his early life and frequently
revisited his native Provence. The South-of-France tone is distinguishable in
much of his work, just as the powerful feelings called forth by the Franco-
Prussian war find expression in other of his writings. He died in Paris,
December 16, 1897.
Alphonse Daudet was a dramatist, poet, novelist, and short-story writer. The
Nabob, Sappho, Jack, Kings in Exile, Numa Roumestan, Fromont and Risler,
The Evangelist, and the “Tartarin” books are his best known novels. Among
his best short-stories are “The Pope’s Mule,” “The Death of the Dauphin,”
“The Three Low Masses,” “The Elixir of the Reverend Father Gaucher,”
“Old Folks,” and “Master Cornille’s Secret”—all from the collection, Letters
from My Mill. The following little masterpieces are from his Monday Tales:
“The Game of Billiards,” “The Child Spy,” “The Little Pies,” “Mothers,”
“The Siege of Berlin,” and “The Last Class.”
At the close of the Franco-Prussian war, in 1871, France was forced to cede
to Germany almost all of Alsace, about nine thousand square miles of
territory, in addition to an indemnity of one billion dollars. “The Last Class”
was held, therefore, about 1872, and the story was first published in 1873.
Daudet’s literary genius sounded every note, from farce, delicate humor, and
satire, to poetic pathos, dramatic action, character analysis, and social
criticism. He resembled Dickens in his humor, but displayed more emotional
tenderness, and, in his later work, more satire, than did the English writer.
Though he may be called the literary descendant of Balzac, whose novels
systematically depicted French society in all its phases, Daudet was less a
social philosopher and more a man expressing his own personality through
his work. Comparing him with Maupassant, we find his stories less perfect in
form, but far richer in human feeling. Though at times he dealt with subjects
which English readers consider broad, his sympathy unmistakably appears to
be with his nobler characters.
When only ten years of age, I was already haunted at times by the
desire to lose my own personality, and incarnate myself in other
beings; the mania was already laying hold of me for observing
and analyzing, and my chief amusement during my walks was to
pick out some passerby, and to follow him all over Lyons,
through all his idle strollings or busy occupations, striving to
identify myself with his life, and to enter into his innermost
thoughts.—A D , Thirty Years of Paris.
Daudet expresses many things; but he most frequently expresses
himself—his own temper in the presence of life, his own feeling
on a thousand occasions.—H J , Partial Portraits.
Life, as he knows it, is sad, full of disappointment, bitterness, and
suffering; and yet the conclusion he draws from experience is that
this life, with all its sadness, is well worth living.—R
D , Contemporary French Novelists.
The short stories are Daudet at his best, a style tense, virile, full
of suppressed energy.... There is a nobler strain in these stories
than speaks from the pages of Le Petit Chose [“Little What’s-His-
Name”],—the ring of passionate patriotism, no longer the voice
of Provence, or of Paris, but the voice of France.... The touching
story, La Dernière Classe, might have come from the lips of an
Alsatian, so true is it to the spirit of Alsace during those sorrowful
days that followed the Franco-Prussian War.—M
M I , Introduction to Works.
Daudet’s two main series of stories (Letters from My Mill and
Monday Tales) contain between sixty and seventy pieces.... They
represent Daudet the poet, with his exquisite fancy, his winning
charm, his subtle, indescribable style, his susceptibility to all that
is lovely and joyous in nature and in human life; in short, in his
sunny, mercurial Provençal temperament.... But there was another
Daudet more or less superimposed upon this sunny, poetic
Daudet, true child of Provence. Upon few Frenchmen of a
generation ago did the terrible years of the Franco-Prussian War
and the Commune produce a more sobering impression. The
romanticist and poet deepened into a realistic observer of human
life in all its phases.—W. P. T , Introduction to the volume on
Daudet, in Little French Masterpieces.
The charm reflected in his works lay in the man himself, and
earned for him a host of friends and an unclouded domestic life—
it lay in his open, sunny, inconsequent, southern nature, with his
quick sympathies, his irony at once forcible and delicate, his
ready tears. It lay in the spontaneousness of his talent, in his
Provençal gift of improvisation.... And it lay, too, in what was an
essential characteristic of his nature, his rapid alternation of
mood. Take even the slightest of his Contes [stories].... Within a
few pages he is in turn sad, gay, sentimental, ironical, pathetic,
and one mood glides into the next without jar or friction.—V. M.
C , Studies in Foreign Literature.
His stories first of all amuse, excite, distress himself.... He never
could, indeed, look on them disinterestedly, either while they
were making or when they were made. He made them with actual
tears and laughter; and they are read with actual tears and
laughter by the crowd.... But he had no philosophy behind his
fantastic and yet only too probable creations. Caring, as he
thought, supremely for life, he cared really for that surprising,
bewildering pantomime which life seems to be to those who
watch its coloured movement, its flickering lights, its changing
costumes, its powdered faces, without looking through the eyes
into the hearts of the dancers. He wrote from the very midst of the
human comedy; and it is from this that he seems at times to have
caught the bodily warmth and the taste of the tears and the very
ring of the laughter of men and women....—A S ,
Studies in Prose and Verse.
3. I could hear the blackbirds whistling on the Setting. Note how the
border of the wood; and back of the sawmill, in rural community is
the Rippert field, the Prussian soldiers were suggested.
drilling. All of this was much more tempting to
me than participial rules—but I was strong enough to resist and away
to school I ran, as fast as I could.
4. As I passed by the mayor’s office, I observed Small municipalities
that a number of people were assembled before have mayors, in
the little board on which notices were generally France.
posted. For two years every piece of bad news
The tone is struck here.
had come from that board—defeats in battle, Forecast of crisis.
conscriptions, orders from headquarters—and,
without stopping, I wondered: Franco-Prussian War.
14. Immediately I stepped over the bench and sat down at my desk.
Only then, when I had partly gotten over my At which others were
fright, did I observe that our master was wearing also seated.
his handsome blue riding-coat, his plaited ruff,
and his black silk embroidered breeches—worn only on inspection
days or when prizes were awarded. Furthermore, All the contrasts
there was something extraordinary, something prepare us for the
solemn, about the whole school. But what crisis.
astounded me more than anything else was to see
a number of people from the village sitting, as silent as we, on the
usually empty benches at the back of the room: old Father Hauser
with his three-cornered hat, the ex-mayor, the Prussian name.
former postman, besides a number of others. All
seemed cast down, and Father Hauser had brought with him an old
primer, with chewed up leaves, which he held Dazed.
wide-open up-side-down on his knees, and lying
on it his huge spectacles.
15. While I was marvelling at all this, Master Hamel had mounted his
platform, and in the same gentle and serious voice with which he had
greeted me, he said to us:
16. “My children, this is the last day that I shall F
keep school. The order has come from Berlin that C . Summary of
nothing but German shall be taught in the schools the theme. Compare
with Longfellow’s
of Alsace and Lorraine. The new school-master Evangeline.
will arrive to-morrow. This is the last class in This law went into
French—I beg of you to be very attentive!” effect July 1, 1870.
17. His simple words overwhelmed me. This, then, was the notice
they had posted at the mayor’s office. Oh, the scoundrels!
18. My last lesson in French! The crisis becomes
personal.
19. And I was scarcely able to write! Then I was
never to learn! I must stop short just where I was! Scarcely a paragraph
How angry with myself it made me to remember but appeals to emotion
the time I had frittered away, and the lessons I had in some form.
missed while hunting birds’ nests or sliding on the
Saar! My books now seemed to me like old comrades from whom it
broke my heart to part, and only a moment since I The Saar flows
had found them—my grammar, my sacred history northward into the
—so dull, and so heavy to carry! It was just the Moselle.
same when I thought of Master Hamel. He was
going away. I should never see him again—the thought made me
forget all his punishments and strokes with the ferrule.
20. Poor old man! So it was in honor of that last Shift to interest in the
lesson in French that he had donned his Sunday Master.
best—and now I understood why those old folks
from the village were seated at the back of the room. It seemed to say
they regretted that they had not visited the school Now to the villagers.
oftener. Besides, it was a sort of way of thanking
our teacher for his forty years of devoted service, Age indicated, thus
and of showing their love for the fatherland which adding to the pathos.
was passing away. T
.
21. Just at this point in my reflections I heard my
name called—it was my turn to recite. Oh, I Note how Daudet
would have given anything to be able to recite arouses our
without a slip, in a strong, clear voice, that sympathies by
avoiding generalities
celebrated rule about participles; but at the very and centering our
first words I grew confused and I only stood there interest upon persons.
at my bench swaying back and forward, my heart
swelling, not daring to lift my head. At length I heard Master Hamel
saying to me:
22. “My little Frantz, I shall not scold you; you Ordinary rebuke is
are punished enough, I think. It is so with all of swallowed up in the
us; every day we reassure ourselves: ‘Bah! I have great common sorrow.
plenty of time. To-morrow I shall learn.’ Then
you see what happens. Alas! it has ever been the great misfortune of
our Alsace to defer its lessons until the morrow. Daudet here teaches
And now these people are justified in saying to all France a lesson—
us, ‘What, you pretend to be French, and you are and all nations as well.
able neither to speak nor to write your language!’
But in all this you are not the most guilty one, my poor Frantz—we
are all worthy of a full measure of self-reproach.
23. “Your parents have not taken enough care to Note M. Hamel’s
see that you got an education. They preferred to simple sincerity.
save a few more sous by putting you to work in
the fields or in the factories. And I—have I nothing for which to
blame myself? Have I not frequently sent you to water my garden
instead of keeping you at your books? Or have I ever hesitated to
dismiss school when I wanted to go trout-fishing?”
24. So Master Hamel, passing from one theme to another, began to
speak to us about our French language. He said that it was the most
beautiful language in the whole world—the most clear, the most
substantial; that we must ever cherish it among ourselves, and never
forget it, for when a nation falls into bondage, just so long as it clings
to its language, it holds the key of its prison.[21]
25. Then he took a grammar and read us our The attention follows
lesson. I was astonished to see how readily I the lead of the
understood! Everything he said seemed to me so emotions.
easy—so very easy. I believe that never before
had I listened so attentively, and that he, in turn, had never explained
things with such infinite patience. It almost So does the teacher’s
seemed as though the poor fellow wished to skill.
impart all his knowledge to us before he left us—
to drive it all into our heads with one blow.
26. The lesson ended, we went on to the exercises in penmanship. For
that day Master Hamel had gotten ready some entirely new copies on
which he had written in a neat, round hand: “France, Alsace, France,
Alsace.” The slips of paper looked like tiny flags, A proof of unusual
waving all about the room and hanging from the absorption.
rods of our desks. You should have seen how
diligently everyone worked, and how quiet it was! Only the
scratching of the pens over the paper could be heard. Once some
beetles flew in, but nobody paid any attention to them—not even the
very smallest chaps, who were struggling to draw their oblique lines
with a will and an application as sincere as though even the lines
themselves were French.... Pigeons cooed in low tones on the roof of
the schoolhouse, and as I listened to them I Note the pathos of the
thought to myself: appeal.
27. “I wonder if they are going to make them coo in German too!”
28. Now and then, as I lifted my eyes from my A picture. All of these
task, I saw Master Hamel seated motionless in his contributory pictures
chair, and staring at things about him as though in stand in lieu of
contributory incidents.
that look he would carry away with him the whole The whole is highly
of his little schoolhouse. Think of it! For forty unified.
years he had occupied that same place, his yard in
front of him, and his school always unchanged. Only the benches and
desks were rubbed by use until they were polished; the walnuts in the
yard had grown large, and the hop-vine he himself had planted now
hung in festoons from the windows clear to the The lad reasons as a
roof. How heartbreaking it must have been for lad—to him the pathos
that poor man to leave all this—to hear his sister is not for himself but
for the old man.
moving to and fro in the room overhead as she
packed their trunks! Next day they were going away—to leave the
fatherland forever.
29. All the same, he had the courage to keep the school to the very
closing minute. The writing over, we had our lesson in history. Then
the little ones sang in unison their ba, be, bi, bo, bu. Yonder, at the
back of the room, old Father Hauser was holding his spelling-book
with both hands, and with the aid of his great spectacles he spelled
out the letters—one could see that even he too was applying himself.
Emotion shook his voice, and to hear him was so droll that we all
wanted to laugh—and to cry. Ah! I shall always remember that last
class.
30. Suddenly the church clock sounded twelve. P
Then the Angelus. At the same instant were heard C .
under our very windows the trumpets of the F C —the
end approaches.
Prussians returning from drill. Pale as death, Note the force of this.
Master Hamel rose from his chair. Never had he Moral qualities affect
seemed so large. the physical.
Joseph Rudyard Kipling was born in Bombay, India, December 30, 1865, of
English parents, his father, J. Lockwood Kipling, an artist of ability, having
been in the colonial Civil Service. He was educated at the United Services
College, Devon, but returned to India in 1882 and became an editorial writer
and correspondent. In 1889 he began extensive travels. For several years he
resided in Brattleboro, Vermont, but returned to England and settled in
Rottingdean, Sussex.
Rudyard Kipling has attained celebrity as poet, novelist, and short-story
writer. His best-known poems are found in the collections entitled
Departmental Ditties, Barrack-Room Ballads, The Seven Seas, and The Five
Nations. Kim is his ablest novel. The two “Jungle Books” constitute a
remarkable collection of connected tales of the jungle folk. His best short-
stories are found in the following volumes: Soldiers Three (the “Mulvaney”
stories, “The Man Who Was,” etc.), The Phantom Rickshaw (“The Man Who
Would be King,” “The Strange Ride of Morrowbie Jukes,” etc.), Wee Willie
Winkie and Other Stories (“The Drums of the Fore and Aft,” “Under the
Deodars,” etc.), The Day’s Work (“The Bridge Builders,” “The Brushwood
Boy,” etc.), and Traffic and Discoveries (“They,” etc.). “Without Benefit of
Clergy” first appeared in Macmillan’s Magazine (London) in June, 1890, and
in the June 7th and 14th, 1890, numbers of Harper’s Weekly (New York). In
the same year it was published in the volume, The Courting of Dinah Shadd,
and Other Stories, but in 1891 it was included in the volume Life’s
Handicap: being Stories of Mine Own People.
Tell them first of those things that thou hast seen and they have
seen together. Thus their knowledge will piece out thy
imperfections. Tell them of what thou alone hast seen, then what
thou hast heard, and since they be children tell them of battles and
kings, horses, devils, elephants, and angels, but omit not to tell
them of love and such like. All the earth is full of tales to him
who listens and does not drive away the poor from his door. The
poor are the best of tale-tellers; for they must lay their ear to the
ground every night.—R K , Preface to Life’s
Handicap.
The tremulous passion of Ameera, her hopes, her fears, and her
agonies of disappointment, combine to form by far the most
tender page which Mr. Kipling has written.—E G ,
Questions at Issue.
... The truly appreciative reader should surely have no quarrel
with the primitive element in Mr. Kipling’s subject-matter, or
with what, for want of a better name, I may call his love of low
life. What is that but essentially a part of his freshness? And for
what part of his freshness are we exactly more thankful than for
just this smart jostle that he gives the old stupid superstition that
the amiability of a story-teller is the amiability of the people he
represents—that their vulgarity, or depravity, or gentility, or
fatuity are tantamount to the same qualities in the painter
himself?—H J , Introduction to Works.
It was not until “Without Benefit of Clergy” that he came to his
full strength in pathetic prose. The history of Ameera is one of the
triumphs of the short story. Its characterization is vivid; its
progress direct and poignant. I do not wish even for an instant to
seem to cheapen one of the most touching and beautiful stories in
the world when I call it journalism. But the voice of the desolate
mother breaking into the nursery rime of the wicked crow,
“And the wild plums grow in the jungle, only a penny a pound,
Only a penny a pound, baba—only—,”
FOR ANALYSIS
WITHOUT BENEFIT OF CLERGY
BY RUDYARD KIPLING
Before my Spring I garnered Autumn’s gain,
Out of her time my field was white with grain,
The year gave up her secrets to my woe.
Forced and deflowered each sick season lay,
In mystery of increase and decay;
I saw the sunset ere men saw the day,
Who am too wise in that I should not know.
Bitter Waters.
I
“But if it be a girl?”
2. “Lord of my life, it cannot be. I have prayed for so many nights,
and sent gifts to Sheikh Badl’s shrine so often, that I know God will
give us a son—a man-child that shall grow into a man. Think of this
and be glad. My mother shall be his mother till I can take him again,
and the mullah of the Pattan mosque shall cast his nativity—God
send he be born in an auspicious hour!—and then, thou wilt never
weary of me, thy slave.”
3. “Since when hast thou been a slave, my queen?”
4. “Since the beginning—till this mercy came to me. How could I be
sure of thy love when I knew that I had been bought with silver?”
5. “Nay, that was the dowry. I paid it to thy mother.”
6. “And she has buried it, and sits upon it all day long like a hen.
What talk is yours of dower! I was bought as though I had been a
Lucknow dancing-girl instead of a child.”
7. “Art thou sorry for the sale?”
8. “I have sorrowed; but to-day I am glad. Thou wilt never cease to
love me now?—answer, my king.”
9. “Never—never. No.”
10. “Not even though the mem-log—the white women of thy own
blood—love thee? And remember, I have watched them driving in
the evening; they are very fair.”
11. “I have seen fire-balloons by the hundred. I have seen the moon,
and—then I saw no more fire-balloons.”
12. Ameera clapped her hands and laughed. “Very good talk,” she
said. Then with an assumption of great stateliness: “It is enough.
Thou hast my permission to depart—if thou wilt.”
13. The man did not move. He was sitting on a low red-lacquered
couch in a room furnished only with a blue and white floor-cloth,
some rugs, and a very complete collection of native cushions. At his
feet sat a woman of sixteen, and she was all but all the world in his
eyes. By every rule and law she should have been otherwise, for he
was an Englishman, and she a Mussulman’s daughter bought two
years before from her mother, who, being left without money, would
have sold Ameera shrieking to the Prince of Darkness if the price had
been sufficient.
14. It was a contract entered into with a light heart; but even before
the girl had reached her bloom she came to fill the greater portion of
John Holden’s life. For her, and the withered hag, her mother, he had
taken a little house overlooking the great red-walled city, and found
—when the marigolds had sprung up by the well in the courtyard and
Ameera had established herself according to her own ideas of
comfort, and her mother had ceased grumbling at the inadequacy of
the cooking-places, the distance from the daily market, and at matters
of housekeeping in general—that the house was to him his home.
Any one could enter his bachelor’s bungalow by day or night, and the
life that he led there was an unlovely one. In the house in the city his
feet only could pass beyond the outer courtyard to the women’s
rooms; and when the big wooden gate was bolted behind him he was
king in his own territory, with Ameera for queen. And there was
going to be added to this kingdom a third person whose arrival
Holden felt inclined to resent. It interfered with his perfect happiness.
It disarranged the orderly peace of the house that was his own. But
Ameera was wild with delight at the thought of it, and her mother not
less so. The love of a man, and particularly a white man, was at the
best an inconstant affair, but it might, both women argued, be held
fast by a baby’s hands. “And then,” Ameera would always say, “then
he will never care for the white mem-log. I hate them all—I hate them
all.”
15. “He will go back to his own people in time,” said the mother;
“but by the blessing of God that time is yet afar off.”
16. Holden sat silent on the couch thinking of the future, and his
thoughts were not pleasant. The drawbacks of a double life are
manifold. The Government, with singular care, had ordered him out
of the station for a fortnight on special duty in the place of a man who
was watching by the bedside of a sick wife. The verbal notification of
the transfer had been edged by a cheerful remark that Holden ought
to think himself lucky in being a bachelor and a free man. He came to
break the news to Ameera.
17. “It is not good,” she said slowly, “but it is not all bad. There is my
mother here, and no harm will come to me—unless indeed I die of
pure joy. Go thou to thy work and think no troublesome thoughts.
When the days are done I believe ... nay, I am sure. And—and then I
shall lay him in thy arms, and thou wilt love me forever. The train
goes to-night, at midnight is it not? Go now, and do not let thy heart
be heavy by cause of me. But thou wilt not delay in returning? Thou
wilt not stay on the road to talk to the bold white mem-log. Come
back to me swiftly, my life.”
18. As he left the courtyard to reach his horse that was tethered to the
gate-post, Holden spoke to the white-haired old watchman who
guarded the house, and bade him under certain contingencies
despatch the filled-up telegraph-form that Holden gave him. It was all
that could be done, and with the sensations of a man who has
attended his own funeral Holden went away by the night mail to his
exile. Every hour of the day he dreaded the arrival of the telegram,
and every hour of the night he pictured to himself the death of
Ameera. In consequence his work for the state was not of first-rate
quality, nor was his temper towards his colleagues of the most
amiable. The fortnight ended without a sign from his home, and, torn
to pieces by his anxieties, Holden returned to be swallowed up for
two precious hours by a dinner at the club, wherein he heard, as a
man hears in a swoon, voices telling him how execrably he had
performed the other man’s duties, and how he had endeared himself
to all his associates. Then he fled on horseback through the night with
his heart in his mouth. There was no answer at first to his blows on
the gate, and he had just wheeled his horse round to kick it in when
Pir Khan appeared with a lantern and held his stirrup.
19. “Has aught occurred?” said Holden.
20. “The news does not come from my mouth, Protector of the Poor,
but—” He held out his shaking hand as befitted the bearer of good
news who is entitled to a reward.
21. Holden hurried through the courtyard. A light burned in the upper
room. His horse neighed in the gateway, and he heard a shrill little
wail that sent all the blood into the apple of his throat. It was a new
voice, but it did not prove that Ameera was alive.
22. “Who is there?” he called up the narrow brick staircase.
23. There was a cry of delight from Ameera, and then the voice of the
mother, tremulous with old age and pride—“We be two women and
—the man—thy—son.”
24. On the threshold of the room Holden stepped on a naked dagger,
that was laid there to avert ill-luck, and it broke at the hilt under his
impatient heel.
25. “God is great!” cooed Ameera in the half-light. “Thou hast taken
his misfortunes on thy head.”
26. “Ay, but how is it with thee, life of my life? Old woman, how is it
with her?”
27. “She has forgotten her sufferings for joy that the child is born.
There is no harm; but speak softly,” said the mother.
28. “It only needed thy presence to make me all well,” said Ameera.
“My king, thou hast been very long away. What gifts hast thou for
me? Ah, ah! It is I that bring gifts this time. Look, my life, look! Was
there ever such a babe? Nay, I am too weak even to clear my arm
from him.”
29. “Rest then, and do not talk. I am here, bachari [little woman].”
30. “Well said, for there is a bond and a heel-rope [peecharee]
between us now that nothing can break. Look—canst thou see in this
light? He is without spot or blemish. Never was such a man-child. Ya
illah! he shall be a pundit—no, a trooper of the Queen. And, my life,
dost thou love me as well as ever, though I am faint and sick and
worn? Answer truly.”
31. “Yea. I love as I have loved, with all my soul. Lie still, pearl, and
rest.”
32. “Then do not go. Sit by my side here—so. Mother, the lord of this
house needs a cushion. Bring it.” There was an almost imperceptible
movement on the part of the new life that lay in the hollow of
Ameera’s arm. “Aho!” she said, her voice breaking with love. “The
babe is a champion from his birth. He is kicking me in the side with
mighty kicks. Was there ever such a babe! And he is ours to us—
thine and mine. Put thy hand on his head, but carefully, for he is very
young, and men are unskilled in such matters.”
33. Very cautiously Holden touched with the tips of his fingers the
downy head.
34. “He is of the faith,” said Ameera; “for lying here in the night-
watches I whispered the Call to Prayer and the Profession of Faith
into his ears. And it is most marvellous that he was born upon a
Friday, as I was born. Be careful of him, my life; but he can almost
grip with his hands.”
35. Holden found one helpless little hand that closed feebly on his
finger. And the clutch ran through his body till it settled about his
heart. Till then his sole thought had been for Ameera. He began to
realise that there was some one else in the world, but he could not
feel that it was a veritable son with a soul. He sat down to think, and
Ameera dozed lightly.
36. “Get hence, sahib,” said her mother under her breath. “It is not
good that she should find you here on waking. She must be still.”
37. “I go,” said Holden submissively. “Here be rupees. See that my
baba gets fat and finds all that he needs.”
38. The chink of the silver roused Ameera. “I am his mother, and no
hireling,” she said weakly. “Shall I look to him more or less for the
sake of money? Mother, give it back. I have borne my lord a son.”
39. The deep sleep of weakness came upon her before the sentence
was completed. Holden went down to the courtyard very softly, with
his heart at ease. Pir Khan, the old watchman, was chuckling with
delight. “This house is now complete,” he said, and without further
comment thrust into Holden’s hands the hilt of a sabre worn many
years ago when he, Pir Khan, served the Queen in the police. The
bleat of a tethered goat came from the well-curb.
40. “There be two,” said Pir Khan, “two goats of the best. I bought
them, and they cost much money; and since there is no birth-party
assembled their flesh will be all mine. Strike craftily, sahib! ’Tis an
ill-balanced sabre at the best. Wait till they raise their heads from
cropping the marigolds.”
41. “And why?” said Holden, bewildered.
42. “For the birth-sacrifice. What else? Otherwise the child being
unguarded from fate may die. The Protector of the Poor knows the
fitting words to be said.”
43. Holden had learned them once with little thought that he would
ever speak them in earnest. The touch of the cold sabre-hilt in his
palm turned suddenly to the clinging grip of the child up-stairs—the
child that was his own son—and a dread of loss filled him.
44. “Strike!” said Pir Khan. “Never life came into the world but life
was paid for it. See, the goats have raised their heads. Now! With a
drawing cut!”
45. Hardly knowing what he did, Holden cut twice as he muttered the
Mohammedan prayer that runs: “Almighty! In place of this my son I
offer life for life, blood for blood, head for head, bone for bone, hair
for hair, skin for skin.” The waiting horse snorted and bounded in his
pickets at the smell of the raw blood that spirted over Holden’s
riding-boots.
46. “Well smitten!” said Pir Khan, wiping the sabre. “A swordsman
was lost in thee. Go with a light heart, heaven-born. I am thy servant,
and the servant of thy son. May the Presence live a thousand years
and ... the flesh of the goats is all mine?” Pir Khan drew back richer
by a month’s pay. Holden swung himself into the saddle and rode off
through the low-hanging wood-smoke of the evening. He was full of
riotous exultation, alternating with a vast vague tenderness directed
towards no particular object, that made him choke as he bent over the
neck of his uneasy horse. “I never felt like this in my life,” he
thought. “I’ll go to the club and pull myself together.”
47. A game of pool was beginning, and the room was full of men.
Holden entered, eager to get to the light and the company of his
fellows, singing at the top of his voice:
“‘In Baltimore a-walking, a lady I did meet!’”
48. “Did you?” said the club-secretary from his corner. “Did she
happen to tell you that your boots were wringing wet? Great
goodness, man, it’s blood!”
49. “Bosh!” said Holden, picking his cue from the rack. “May I cut
in? It’s dew. I’ve been riding through high crops. My faith, my boots
are in a mess, though!”
50.
“‘And if it be a girl she shall wear a wedding-ring,
And if it be a boy he shall fight for his king,
With his dirk, and his cap, and his little jacket blue,
He shall walk the quarter-deck—’”
II
56. “How old is he now?”
57. “Ya illah! What a man’s question! He is all but six weeks old; and
on this night I go up to the housetop with thee, my life, to count the
stars. For that is auspicious. And he was born on a Friday under the
sign of the Sun, and it has been told to me that he will outlive us both
and get wealth. Can we wish for aught better, beloved?”
58. “There is nothing better. Let us go up to the roof, and thou shalt
count the stars—but a few only, for the sky is heavy with cloud.”
59. “The winter rains are late, and maybe they come out of season.
Come, before all the stars are hid. I have put on my richest jewels.”
60. “Thou hast forgotten the best of all.”
61. “Ai! Ours. He comes also. He has never yet seen the skies.”
62. Ameera climbed the narrow staircase that led to the flat roof. The
child, placid and unwinking, lay in the hollow of her right arm,
gorgeous in silver-fringed muslin with a small skull-cap on his head.
Ameera wore all that she valued most. The diamond nose-stud that
takes the place of the Western patch in drawing attention to the curve
of the nostril, the gold ornament in the centre of the forehead studded
with tallow-drop emeralds and flawed rubies, the heavy circlet of
beaten gold that was fastened round her neck by the softness of the
pure metal, and the chinking curb-patterned silver anklets hanging
low over the rosy ankle-bone. She was dressed in jade-green muslin
as befitted a daughter of the Faith, and from shoulder to elbow and
elbow to wrist ran bracelets of silver tied with floss silk, frail glass
bangles slipped over the wrist in proof of the slenderness of the hand,
and certain heavy gold bracelets that had no part in her country’s
ornaments but, since they were Holden’s gift and fastened with a
cunning European snap, delighted her immensely.
63. They sat down by the low white parapet of the roof, overlooking
the city and its lights.
64. “They are happy down there,” said Ameera. “But I do not think
that they are as happy as we. Nor do I think the white mem-log are as
happy. And thou?”
65. “I know they are not.”
66. “How dost thou know?”
67. “They give their children over to the nurses.”
“I have never seen that,” said Ameera with a sigh, “nor do I wish to
see. Ahi!”—she dropped her head on Holden’s shoulder—“I have
counted forty stars, and I am tired. Look at the child, love of my life,
he is counting too.”
68. The baby was staring with round eyes at the dark of the heavens.
Ameera placed him in Holden’s arms, and he lay there without a cry.
69. “What shall we call him among ourselves?” she said. “Look! Art
thou ever tired of looking? He carries thy very eyes. But the mouth
—”
70. “Is thine, most dear. Who should know better than I?”
71. “’Tis such a feeble mouth. Oh, so small! And yet it holds my
heart between its lips. Give him to me now. He has been too long
away.”
72. “Nay, let him lie; he has not yet begun to cry.”
73. “When he cries thou wilt give him back—eh? What a man of
mankind thou art! If he cried he were only the dearer to me. But, my
life, what little name shall we give him?”
74. The small body lay close to Holden’s heart. It was utterly helpless
and very soft. He scarcely dared to breathe for fear of crushing it. The
caged green parrot that is regarded as a sort of guardian spirit in most
native households moved on its perch and fluttered a drowsy wing.
75. “There is the answer,” said Holden. “Mian Mittu has spoken. He
shall be the parrot. When he is ready he will talk mightily and run
about. Mian Mittu is the parrot in thy—in the Mussulman tongue, is it
not?”
76. “Why put me so far off?” said Ameera fretfully. “Let it be like
unto some English name—but not wholly. For he is mine.”
77. “Then call him Tota, for that is likest English.”
78. “Ay, Tota, and that is still the parrot. Forgive me, my lord, for a
minute ago, but in truth he is too little to wear all the weight of Mian
Mittu for name. He shall be Tota—our Tota to us. Hearest thou, O
small one? Littlest, thou art Tota.” She touched the child’s cheek, and
he waking, wailed, and it was necessary to return him to his mother,
who soothed him with the wonderful rhyme of “Aré koko, Jaré
koko!” which says:
“Oh, crow! Go crow! Baby’s sleeping sound,
And the wild plums grow in the jungle, only a penny a pound,
Only a penny a pound, baba, only a penny a pound.”
127. Then came the tears and the piteous rebellion against fate till she
slept, moaning a little in her sleep, with the right arm thrown clear of
the body as though it protected something that was not there. It was
after this night that life became a little easier for Holden. The ever-
present pain of loss drove him into his work, and the work repaid him
by filling up his mind for nine or ten hours a day. Ameera sat alone in
the house and brooded, but grew happier when she understood that
Holden was more at ease, according to the custom of women. They
touched happiness again, but this time with caution.