§ Of the Rings of Power and the Third Age The Silmarillion

Men he found the easiest to sway of all the peoples of the Earth; but long he sought to persuade the Elves to his service, for he knew that the Firstborn had the greater power; and he went far and wide among them, and his hue was still that of one both fair and wise. Only to Lindon he did not come, for Gil-galad and Elrond doubted him and his fair-seeming, and though they knew not who in truth he was they would not admit him to that land. But elsewhere the Elves received him gladly, and few among them hearkened to the messengers from Lindon bidding them beware; for Sauron took to himself the name of Annatar, the Lord of Gifts, and they had at first much profit from his friendship. And he said to them: "Alas, for the weakness of the great! For a mighty king is Gil-galad, and wise in all lore is Master Elrond, and yet they will not aid me in my labours. Can it be that they do not desire to see other lands become as blissful as their own? But wherefore should Middle-earth remain for ever desolate and dark, whereas the Elves could make it as fair as Eressëa, nay even as Valinor? And since you have not returned thither, as you might, I perceive that you love this Middle-earth, as do I. Is it not then our task to labour together for its enrichment, and for the raising of all the Elven-kindreds that wander here untaught to the height of that power and knowledge which those have who are beyond the Sea?'