according to a pattern drawn from a patchwork quilt

When you mention advertising of course you can't forget the way that Dorothy Richardson’s Pilgrimage comes, after a while, to begin a passage with a sentence about some person or event you have not encountered yet, speaking about the thing as if there is already a large context all around it and filling you with the desire to be up to speed with the rest of your compatriots who are now standing around you, holding a discussion you are excluded from.

It is as if they all have a Fiat!

There is, for example, the first sentence of Clear Horizon, 1935, the eleventh book, “Between herself and all that was waiting to flow in and settle upon this window-lit end of the great empty room, was the sense of missing Lionel Cholmley.” As if you knew Lionel Cholmley. You have never met Lionel Cholmley. Lionel Cholmley? Then there are three pages about Lionel Cholmley. Cholmley! He was worth knowing! Cholmley! He exits forever. “Having paid him tribute while pouring out her tea and getting back to the window-end of the long empty breakfast table, she bade farewell to Lionel Cholmley.” His radiation lingers – it is the idea of speaking without posing, intensified – “And instead of going to face down the room from the hearthrug, or to pose with the curve of the near-by grand piano, he remained in his place and said his poem as if he were a momentary spokesman, like a vocal testifier in a religious gathering, and, although his poem was heroic, his voice was only a little fuller and more resonant than usual, and quite free from recitational ‘effects.’ So that the poem prevailed …”

Soon afterwards, Miriam watches as a stranger rises in the crowd at a Lycurgan Society meeting, “slowly stammering out his simple words, annihilating the suave pseudo-Nietzsche on the platform,” and Amabel next to her says, “Mira! He’s real!” The man is not Lionel but he is a continuation; he is a Lionel-tentacle, and Amabel is the one who invents a new phrase for he is quite free from recitational ‘effects.’ The radiation is still there, spreading its ad of realness, so that soon (with the whole atmosphere presaging) Miriam will stop going to Lycurgan meetings and veer towards Quakers.

At the same time there is something buried, something muffled, as there was when her mother died and the book waved its hands obliquely, leaving open the possibility that you would not find out. That muffled-ness points to a world somewhere where everyone does things unexpectedly, for reasons you will never know (as though her mother had gone on holiday).

There’s a different form of radiation in Nanni Balestrini's Blackout, 1980, tr. Peter Valente, when the author springs some phrase on you and then repeats it on the next page surrounded by different lines and then maybe again in two pages until you realise it could occur in any place at all and still justify itself through radiant penetration. Honestly the poem has no way of saving itself from its lines. Nobody will veer anywhere; they are immediately present, because the line, “you persecute your persecutors with the truth” can occur after or before (as if on top of) the line, “meanwhile this occasion has unmasked all the petty tyrants who swore to me that they would eviscerate our friendship” (p. 26) or after or before the line “redirect your letters from Nice to Provence because tomorrow I’m leaving for France and who knows I may travel much farther” (p.27) until it is always unmoored – it always has the atmosphere of meaning something ... He put the poem together, says the editor, by “arrang[ing] the book’s text

according to a pattern drawn from a patchwork quilt with strips sewed at 45 degrees across a checkered base, developing a chart […] indicating which borrowed fragments would be placed in which numbered sections, in varying ratio depending on the cut.”

You are always waiting for a line-reappearance. It will be the same thing but in a new setting like a repeatable horror jewel. It is as if Lionel Cholmley kept coming back in as Lionel Cholmley, not as an anonymous stammering Lycurgan meeting man or as a Quaker or a statement from Amabel. What do monsters advertise, these M.R. James yūrei that stalk after you?