Meaning & Analysis
A merchant must price their goods based on the current, prevailing prices in the marketplace to be successful.
Insights
Adaptation to Circumstance
The proverb advises that one must adapt to prevailing circumstances and social conventions. To succeed, an individual must tailor their actions, ideas, or skills ('wares') to the demands and expectations ('rates') of their environment ('the market').
Submission to External Forces
It suggests that success is often dictated by external forces beyond individual control. One's intrinsic value or effort is secondary to the demands of the system in which they operate, requiring conformity and strategic positioning.
Pragmatism over Idealism
This serves as a warning against idealism or inflexibility. It implies that holding out for a self-determined 'price' or value that the world does not recognize will lead to failure; one must be realistic and pragmatic.
Economic Pragmatism
This proverb encapsulates the fundamental economic principle of supply and demand, reflecting a worldview where value is determined not by the producer's labor or sentiment, but by external market forces. It champions pragmatism over idealism.
Social Conformity
The cross-reference 'As the market goes wives must sell' reveals the proverb's broader application to social dynamics, suggesting that individuals must adapt their personal 'value' or behavior to align with prevailing social norms and expectations to succeed or find acceptance.
Psychology of Realism
Psychologically, the proverb serves as a corrective against stubbornness or an inflated sense of self-worth. It advises individuals to realistically assess their environment and adjust their expectations and offerings to what the 'market'—be it a job market, social circle, or intellectual community—is willing to accept.
Rhetorical Devices
Extended Metaphor
The proverb uses the 'market' as a broad metaphor for any social, professional, or economic environment, and 'wares' to represent one's skills, ideas, or contributions.
Imperative Mood
The use of the word 'must' gives the proverb a strong, prescriptive tone, presenting its advice not as a suggestion but as a necessary rule for survival and success.
Didactic Tone
The proverb has a straightforward, declarative structure that makes its commercial and social lesson clear, memorable, and easily applicable.
Transcription
Quotations
If thou bee wise . . make thy market while the chaffer is set to sale.
(rate).
Men must make there market as the time serves.
(his ware after the).
As the Market goes Wares must sell.
You must sell, as Markets go.
Cross References
Related Proverbs
Original Scan

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