Medicine shows were touring acts (traveling by truck, horse, or wagon teams) that peddled "miracle cure" patent medicines and other products between various entertainments. They developed from European mountebank shows and were common in the United States in the nineteenth century, especially in the Old West (though some continued until World War II). [1]
Medicine shows usually promoted "miracle elixirs", sometimes referred to as "snake oil liniment", which made various claims such as being able to cure disease, smooth wrinkles, remove stains, prolong life or cure any number of common ailments. Most shows had their own "patent medicine" (products which were for the most part unpatented, but which took the name to sound official).
Entertainments often included a freak show, a flea circus, musical acts, magic tricks, jokes, or storytelling. Each show was run by a man posing as a doctor who drew the crowd with a monologue. The entertainers, such as acrobats, musclemen, magicians, dancers, ventriloquists, exotic performers, and trick shots, kept the audience engaged until the salesman sold his medicine.
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While showmen pitching miraculous cures have been around since classical times, [2] the advent of mixed performance and medicine sales in western culture originated during the Dark Ages in Europe after circuses and theatres were banned and performers had only the marketplace or patrons for support. [2] Mountebanks traveled through small towns and large cities, selling miraculous elixirs by offering small street shows and miraculous cures. [1] Itinerant peddlers of dubious medicines appeared in the American colonies before 1772, when legislation prohibiting their activities was enacted. Increasingly elaborate performances were developed to appeal to a largely rural population.
Over the course of the nineteenth century, traveling mountebanks gave way to more polished medicine shows, which availed themselves of a burgeoning patent medicine industry. At least 1,500 patent medicines were recorded by 1858, affording enterprising drifters a specific product to sell. [2] These "medicines" seldom treated the specific symptoms of an illness, instead relying on stimulants or other drugs to produce a pleasurable effect. Alcohol, opium and cocaine were typical ingredients, and their addictive qualities provided an additional incentive for consumers to continue buying them, while their supposed medicinal benefit afforded a sufficient excuse. By 1900, the patent medicine industry was an $80 million business. Also contributing to the rise of the medicine show was the expansion of the advertising industry, through which shows were able to procure inexpensive posters, fliers, handbills, and other merchandising to promote their products. [1] Other forms of advertising included the use of memorable jingles, sensational testimonials, and scare tactics.
Medicine shows combined various forms of popular entertainment with sales pitches from a self-proclaimed "doctor" who sold an astounding cure-all medicine or device. Shows played either outdoors from a wagon, platform or tent, or indoors in a theatre or opera hall. Admission was usually free or nominal. Pitchmen would make grandiose claims about their product's efficacy, sometimes planting testimonials in the audience. The speaker's goal was to create a need, or fear, then offer his unique medicine as the only cure. Alternating entertainment with sales pitches wore down the audience's resistance, until the crowd was saturated with a desire for the product. The show would continue to run as many days as possible, then move on to the next town. A show might remain in a given location between one night and six weeks, depending on how the troupe behaved itself.
Medicine shows often brought entertainment to rural communities that might not have any other sort of performances for years at a time. Whatever the quality of the medical advice, some spectators enjoyed the free entertainment. Some shows followed circuits covering the entire United States, though most shows focused on the rural midwest and south, where the inhabitants were considered particularly gullible.[ citation needed ]
The two largest and most successful American medicine shows were Hamlin's Wizard Oil Company, founded in Chicago by John and Lysander Hamlin, and the Kickapoo Indian Medicine Company, founded in 1881 by Charles Bigelow and John Healey. [3] Hamlin's Wizard Oil Company troupes travelled in specially designed wagons, with built-in organs and space for musical performers. Their appeal was clean, moral, musical entertainment for the whole family. Part of their advertising included songsters, or small booklets of song lyrics and Wizard Oil advertising. [1] The Kickapoo Indian Medicine Company created traveling shows based around sham Indian presentational ceremonies, such as war dances and marriages. "Representatives" of the Kickapoo tribe translated for the Indians and sold Sagwa, the most famous patent medicine. The company also presented other forms of entertainment, such as vaudeville shows, trained dog acts, dances, and acrobatics. [3]
As reliable commercial pharmaceuticals were produced on an industrial level in the early 20th century, the reputation of and market for home remedies began to dwindle, and medicine shows came to rely ever more on their entertainment value. But as America's population became less rural and more urbanized, the availability of other forms of entertainment, such as motion pictures, vaudeville and later radio, led to the gradual disappearance of the traveling medicine show. By the 1930s few such companies continued to tour in the United States. Even fewer shows endured the economic and social upheaval of the Great Depression and World War II. Those that survived into the 1950s found themselves competing with television and came to be regarded as relics of an earlier, more innocent era. This novelty, far more than the availability of the remedies peddled, provided the chief support for the last of the traveling medicine shows.
One of the most famous of the 20th-century traveling shows was the Hadacol Caravan, sponsored by Louisiana State Senator Dudley J. LeBlanc and his LeBlanc Corporation, makers of the dubious patent medicine/vitamin tonic Hadacol, known for both its alleged curative powers and its high alcohol content. The stage show, which ran throughout the Deep South in the 1940s with great publicity, featured a number of notable music acts and Hollywood celebrities and promoted Hadacol, which was sold during intermission and after the show. Admission to the show was paid in boxtops of the vitamin tonic, sold in stores throughout the southern United States. The Caravan came to a sudden halt in 1951, when the Hadacol enterprise fell apart in a financial scandal.
One of the last great medicine shows had its swan song in the summer of 1972, when the two-man show of Chief Thundercloud (pitchman Leo Kahdot, a Potawatomi from Oklahoma) [4] and Peg Leg Sam (harmonicist-singer-comedian Arthur Jackson) played at a carnival in Pittsboro, North Carolina. It was the last show of the year for them; Kahdot died that winter. [5] Born For Hard Luck, a documentary film about Peg Leg Sam, includes scenes from that last show.
Perhaps the last of the medicine shows was run by Tommy Scott, who staged as many as three hundred shows per year until about 1990. As a teenager in the 1930s, Scott joined the "Doc" Chambers Medicine Show, established by M. F. Chambers in the late nineteenth century. Scott sang, played guitar, performed ventriloquism and blackface acts, and pitched Chambers's Herb-O-Lac herbal laxative. When Chambers retired in the late 1930s, Scott took charge of the show, performing for many years with his wife, Mary, and his sidekick, Gaines Blevins, known as "Old Bleb". Scott's daughter, Sandra, performed in the show as a singer, bass player, and acrobat, and from the 1960s onward managed the business end of the show. Herb-O-Lac eventually gave way to a mentholated skin liniment, which Scott dubbed Snake Oil. For decades, the show toured arenas and senior centers as "Doc" Scott's Last Real Old Time Medicine Show. From the 1960s to the 1980s, the show also solicited donations for charitable organizations such as the Lions Club and the Optimist Club. [6]
Snake oil is a term used to describe deceptive marketing, health care fraud, or a scam. Similarly, snake oil salesman is a common label used to describe someone who sells, promotes, or is a general proponent of some valueless or fraudulent cure, remedy, or solution. The term comes from the "snake oil" that used to be sold as a cure-all elixir for many kinds of physiological problems. Many 19th-century United States and 18th-century European entrepreneurs advertised and sold mineral oil as "snake oil liniment", making claims about its efficacy as a panacea. Patent medicines that claimed to be a panacea were extremely common from the 18th century until the 20th, particularly among vendors masking addictive drugs such as cocaine, amphetamine, alcohol, and opium-based concoctions or elixirs, to be sold at medicine shows as medication or products promoting health.
Quackery, often synonymous with health fraud, is the promotion of fraudulent or ignorant medical practices. A quack is a "fraudulent or ignorant pretender to medical skill" or "a person who pretends, professionally or publicly, to have skill, knowledge, qualification or credentials they do not possess; a charlatan or snake oil salesman". The term quack is a clipped form of the archaic term quacksalver, derived from Dutch: kwakzalver a "hawker of salve" or rather somebody who boasted about their salves, more commonly known as ointments. In the Middle Ages the term quack meant "shouting". The quacksalvers sold their wares at markets by shouting to gain attention.
A patent medicine is a non-prescription medicine or medicinal preparation that is typically protected and advertised by a trademark and trade name, and claimed to be effective against minor disorders and symptoms, as opposed to a prescription drug that could be obtained only through a pharmacist, usually with a doctor's prescription, and whose composition was openly disclosed. Many over-the-counter medicines were once ethical drugs obtainable only by prescription, and thus are not patent medicines.
Opodeldoc is a medical plaster or liniment invented, or at least named, by the German Renaissance physician Paracelsus in the 1500s. In modern form opodeldoc is a mixture of soap in alcohol, to which camphor and sometimes a number of herbal essences, most notably wormwood, are added.
A charlatan is a person practicing quackery or a similar confidence trick in order to obtain money, power, fame, or other advantages through pretense or deception. One example of a charlatan appears in the Canterbury Tales story "The Pardoner's Tale," with the Pardoner who tricks sinners into buying fake religious relics. Synonyms for charlatan include shyster, quack, or faker. Quack is a reference to quackery or the practice of dubious medicine, including the sale of snake oil, or a person who does not have medical training who purports to provide medical services.
In cryptography, snake oil is any cryptographic method or product considered to be bogus or fraudulent. The name derives from snake oil, one type of patent medicine widely available in 19th century United States.
A panacea is any supposed remedy that is claimed to cure all diseases and prolong life indefinitely. Named after the Greek goddess of universal remedy Panacea, it was in the past sought by alchemists in connection with the elixir of life and the philosopher's stone, a mythical substance that would enable the transmutation of common metals into gold. Through the 18th and 19th centuries, many "patent medicines" were claimed to be panaceas, and they became very big business. The term "panacea" is used in a negative way to describe the overuse of any one solution to solve many different problems, especially in medicine. The word has acquired connotations of snake oil and quackery.
Hulbert Harrington Warner (1842–1923) was a Rochester, New York businessman and philanthropist who made his fortune from the sales of patent medicine.
Sequah Medicine Company was a medicine company that began in 1887 as the Sequah Medicine Co Ltd. It sold patent medicines such as prairie flower and Indian oil using traveling salesman, known as Sequahs. The traveling salesmen were quack doctors. The original Sequah was William Henry Hartley, who founded the company selling supposed Native American remedies in Great Britain and Ireland. The successful pitch quickly drew imitators, to the annoyance of Hartley. One such example is Peter Alexander Gordon, who went under the pseudonym James Kaspar. Gordon sold the Sequah Patent Medicine in Great Britain, Ireland, the West Indies and North America and South Africa.
Hadacol was a patent medicine marketed as a vitamin supplement. Its principal attraction, however, was that it contained 12 percent alcohol, which made it quite popular in the dry counties of the southern United States. It was the product of four-term Louisiana State Senator Dudley J. LeBlanc, a Democrat from Erath in Vermilion Parish in southwestern Louisiana. He was not a medical doctor, nor a registered pharmacist, but had a strong talent for self-promotion. Time magazine once described him as "a stem-winding salesman who knows every razzle-dazzle switch in the pitchman's trade".
Doctor Earl Sawyer Sloan was an American entrepreneur and philanthropist. His parents were Andrew Sloan and Susan Bass Clark Sloan.
Clark Stanley was an American herbalist and quack doctor who marketed a "snake oil" as a patent medicine, styling himself the "Rattlesnake King" until his fraudulent products were exposed in 1916, popularizing the pejorative title of the "snake oil salesman".
James Henry McLean was a U.S. Representative from Missouri.
Ramblin' Tommy Scott, aka "Doc" Tommy Scott, was an American country and rockabilly musician.
William John Aloysius Bailey was an American patent medicine inventor and salesman. A Harvard University dropout, Bailey falsely claimed to be a doctor of medicine and promoted the use of radioactive radium as a cure for coughs, flu, and other common ailments. Although Bailey's Radium Laboratories in East Orange, New Jersey, was continually investigated by the Federal Trade Commission, he died wealthy from his many devices and products, including an aphrodisiac called Arium, marketed as a restorative that "renewed happiness and youthful thrill into the lives of married peoples whose attractions to each other had weakened."
Hamlin's Wizard Oil was an American patent medicine sold as a cure-all under the slogan "There is no Sore it will Not Heal, No Pain it will not Subdue."
Patanjali Ayurved is an Indian multinational conglomerate holding company, based in Haridwar. It was founded by Ramdev and Balkrishna in 2006. Its office is in Delhi, with manufacturing units and headquarters in the industrial area of Haridwar. The company manufactures cosmetics, ayurvedic medicine, personal care and food products. The CEO of the company, with a 94-percent share hold, is Balkrishna. Ramdev represents the company and makes strategic decisions.
Bile Beans was a laxative and tonic first marketed in the 1890s. The product supposedly contained substances extracted from a hitherto unknown vegetable source by a fictitious chemist known as Charles Forde. In the early years Bile Beans were marketed as "Charles Forde's Bile Beans for Biliousness", and sales relied heavily on newspaper advertisements. Among other cure-all claims, Bile Beans promised to "disperse unwanted fat" and "purify and enrich the blood".
Maude Mayberg, also known as Madame Yale, was a beauty products and patent medicine entrepreneur and saleswoman.