A publicist by profession, famed for inventing some of the most ingenious advertising slogans of his time, O’Neill was unusually adept at manipulating words and using them in an efficacious manner, but he refused to put that talent at the service of a lyrically lofty, feel-good sort of poetry (see ‘Simply Expressive’). Stridently anti-Romantic, concerned to keep humanity in its place as just one of earth's species, he did not believe that an especially harmonious world was possible, and he abhorred all attempts to escape the world, whether through mystical or poetical exaltations. His one hope, or consolation, explicitly stated in ‘St. Francis’s Empty Sandal’, was in the connection (never entirely peaceful) he felt with other members of the species.