Why wont the newspaper run major kovaloffs ad asking for the return of his nose

The newspaper refused to run the ad as they are afraid such an ad might give them a bad reputation.

Explanation:

The story "The Nose" by Nikolai Gogol is a tale about the loss of a nose by 'Major' Kovalyov. It was his major pride in showing off his rank and physical appearance. But with the loss of his nose, his self esteem adn even his reputation seems to be in the low, making him struggle with shame.

This satirical short story begins with a man named Kovalyov waking up one morning without his nose. He had prided himself with his physical appearance and his social status as Collegiate Assessor. And while on the lookout for the absconding nose, he found that it had gained a position far higher than himself. Eventually, he got the nose back but found that he was unable to reattached it back, not even with the help of the doctors. During his attempts of getting the nose back, he had gone to the advertising agency to place an ad about the lost nose but was refused. The excuse for this refusal was that they are afraid to run such an ad as it might lead to bad reputation, giving them negative image. 

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