During my trawls through the online newspapers researching football stories, I have been surprised to note numerous advertisements down the years featuring glowing testimonials, purportedly from delighted patrons living in the localities of Prescot and Whiston, for products of dubious medicinal value. This piece takes a light-hearted look at some of these miracle cures.
Testimonials in advertising are often used to promote the benefits of a product and to demonstrate that it is somehow superior to all others available on the market.
Usually, these local endorsements related to the efficacy of pills and potions aimed at returning the user to excellent health.
Were Prescotians especially sickly and did such cure-alls really prove to be so effective in restoring them to vitality?
Were local people, somehow, more susceptible to the power of advertising and were willing to endorse these products?
How surprising is it that the endorser was often a member of the clergy?
Were any of these people actually real?
Given that the same advertisements were regularly published in newspapers the length and breadth of the land, and even in Irish and Commonwealth newspapers, I would like to think that the Prescot area had a reputation, nationally, for solid and upright citizens, and the use of the recommendations of patrons, real or otherwise, from Prescot and Whiston somehow lent authority and strength to the advertisers’ claims for their products.
As early as 1793, many newspapers were printing advertisements for a potion called Baume De Vie.
The advertisements claimed that “This celebrated and long established medicine fortifies the Stomach and Bowels, purifies the Blood and Juices, and gives the whole system its natural Equilibrium. To these qualities we attribute its having proved so eminently serviceable in Gouty, Rheumatic, Bilious, and Scorbutic Habits; from the same principle; and has never failed to relieve in Languid, Nervous, and Hypochondriac cases; and in female disorders it has been found particularly beneficial.” and included the following letter:
ECCLESTON, near PRESCOT, Dec. 20, 1792
Messrs. Dicey and Beynon, No. 10, Bow Church-Yard, London.
Gentlemen,
Having been violently afflicted with Wind and Rheumatism in my Stomach and Bowels, sour Belchings, bad Digestion, and windy Gravel, which I imagine proceeded from the kick of a horse received thirty-four years ago on my stomach and liver, but for the last three years I have constantly vomited every third or fourth day, from three to nine times in a day, which weakened my Stomach so much, that I could not bear either meat or medicine, and was worn down to nearly the substance of a Skeleton; after having received no relief from medicines and prescriptions which I have had from the Faculty, I was by a friend of mine, to try your incomparable Baume de Vie, which, by taking three bottles, purchased by Mrs. Williamson, in Castle Street, Liverpool, at two teaspoonfuls three times a day, one bottle the same quantity twice a day, and one bottle the same quantity twice a week, has restored me to as good health as ever enjoyed in my Life. You may, you please publish this great cure for the benefit of the public.
I am, your most obedient and humble Servant,
JOHN WATKINSON.
Witnesses to the above Cure, PETER JOHNSON, RALPH HOLDEN, JOHN LANCASTER, JOHN JACKSON,
Powerful stuff!
A few years later, in 1801, newspapers from Kent to Scotland were advertising “to the afflicted with Scurvy, King's Evil, Scrofula, Struma, Leprosy, Erysipelas or St. Anthony’s Fire, Gout, Rheumatism, Piles, Lues Venerea, Yaws, and disorders originating in obstructed perspiration, or impurity of the blood” a remarkable cure-all produced by a selfless, Dr Solomon of Liverpool.
"Dr. Solomon, [of Liverpool] having been long in possession of a recipe for the certain and effectual cure those disorders which arise from an impure and vitiated state of the blood and lymph, has observed, with the deepest regret, the numberless instances where patients have pined away in miserable existence, without receiving the smallest benefit from anything they could procure; he has at length yielded to the pressing necessities of his fellow-creatures, and determined to publish to the world a medicine truly calculated to cleanse the blood from all foulness, counteract every morbid affection, and restore weak constitutions.
Innumerable letters of recommendation, and certificates from the clergy, churchwardens, and overseers, in various parts of these kingdoms, are in the proprietor’s possession;"
The advertisement including a long list of satisfied customers from the clergy, including one Rev. Samuel Sewell, of Prescot.
Blessed relief!
In 1910, in a tale reminiscent of Lily the Pink’s Medicinal Compound, a “white, bloodless girl”, 20 year old, Miss Annie Seal of High Street, Prescot, enthused about the effectiveness of Dr. Williams’ Pink Pills in restoring her to health.
“Nothing is more certain in my mind than that I should not be living today, but for the benefits I received from Dr. Williams’ Pink Pills.” “My health failed when I was about 16. My strength fell away and I lost all my colour. In time I could scarcely drag myself about, and trembled with weakness. This weakness was followed by loss of appetite. I began to feel giddy after meals, and flatulence affected my heart, causing great distress. My head ached so badly at times that I thought I should go crazy. I got weaker and felt thoroughly exhausted; all my joints became stiff and painful and my nerves became dreadfully upset. I fell away quite thin. Although drowsy all day, for months I did not have one good night’s rest. My feet and hands swelled and I had very little use in my limbs. To get upstairs was a breathless job, for each step made me moan with weakness and palpitation. Later acute cramp seized me in the stomach. I also had a constant dragging pain across my loins. One doctor said that I should always be an anaemic, ailing woman.”
“But one day a lady advised me to try Dr Williams’ Pink Pills. I got a supply and after I had taken the second box my nerves got steady and my appetite returned. Gradually the swelling went from my feet and hands. As I continued taking Dr. Williams’ Pink Pills, every trace of the headache and backache left me and I slept well at nights. Daily I improved. The colour came back into my face; my cheeks and limbs grew plump, and new rich blood filled my veins. Thanks alone to Dr. Williams’ Pink Pills every trace of the Anaemia left me, and I was soon completely restored to health.”
Poor Annie was still claiming the same two years later!
Also in 1910, newspapers carried advertisements for a powerful penetrant which does not need any rubbing and instantly relieves stiffness of the joints, sore throat, hoarseness, sprains, Neuralgia, Sciatica and Lumbago.
In them, a Mr A McCarthy of 37 Derby Street, Prescot wrote, “I am very thankful for Doctor Sloan’s Liniment, for it has given me great relief from the rheumatism which affected my left knee very severely. My knee was so stiff and painful that it was only with the greatest difficulty that I could get along at all, but Doctor Sloan’s Liniment made me comfortable once more. It gave my wife great relief, too, from a very bad leg. The use of Doctor Sloan’s excellent Liniment has made us both quite well. I call it a truly wonderful preparation, and I shall always keep it on hand and recommend it.”
Perhaps Annie could have slipped some Pink Pills to her neighbour instead?
In 1922, it was the Reverend W Holroyd of Whiston Lane, Prescot who extolled the properties of Angiers Emulsion – a tonic, rather than a paint! - to ward off colds and influenza.
“As a preventative against taking cold, and as a sure pick me up when run down, I have found nothing to equal Angier’s Emulsion. It’s benficial effects are soon discovered by those who give it a genuine trial, and any an illness would be avoided or shortened by it’s prompt use. It’s efficacy in so many ailments make it a household necessity”.
It must have worked, for the good clergyman was still promoting the stuff six years later in 1928!
In 1923, Newspapers up and down the land were still advertising how a Mr. A. A. Horner, A.M.I.M.E. of Park Villas, Halsnead Park, Prescot, had suffered so severely from nervous dyspepsia that he became a “complete wreck", until he discovered the curative powers of Dr. Cassell’s Tablets.
“I feel that it is my bounden duty to send this unsolicited testimonial, for words cannot express my delight in the relief that I have received from Dr. Cassell’s Tablets. For months I was a compete wreck, suffering from nervous dyspepsia. The symptoms were severe pain, sleeplessness, loss of weight and flatulence.” [sounds like what Annie had?]
“In addition, I was afraid to go about alone at night-time, and I suffered from dizziness and faint feelings, and used to dread meal-times. I decided to take Dr. Cassell’s Tablets, and after the first box I experienced great relief. I continued to take the tablets, and in three months I was absolutely rid of the complaint, and I am pleased to say that I continue to enjoy the very best of health. Prior to taking Dr. Cassell’s Tablets I had spent a great amount of money on other medicines, but they all proved of no avail, so that you can imagine my deep and sincere appreciation of the tablets.”
In 1926, the power of the pink, aseptic skin cream, Germolene, was being endorsed by a Mr. William Hayes, of Sutherland Road, Whiston, near Prescot. Hayes wrote “to say that his sister’s little girl, Peggy Taylor, aged three years, contracted weeping eczema, which spread over her head and neck. Notwithstanding treatments the trouble became worse, but I undertook to treat it myself with Germolene, and in ten days her mother and friends were surprised at the improvement which had been effected. Now Peggy's head is beautiful and she has a mop of nice hair.”
...as can been seen in her photograph!
By 1936, four guinea overcoats from Montague Burton the Tailor were getting an appreciative, if less than resounding, Prescot endorsement, with this from a Mr C Eaton of 4 South Avenue, “Received my coat today and I must say that I am more than pleased with the same. As far as I can see it is satisfactory in every detail. In fact my relations say it is a marvel at the price.”
Only satisfactory, Mr Eaton?
Even as late as 1972, endorsements from Prescot still helped to sell products. Mrs E Price of Prescot, Lancs, needing something to soothe her nerves, reached for "a unique formula of protein and glycero-phosphates to relive depression, irritability and insomnia."
She said that, “if ever I am feeling tired and a little run-down, the first thing I do is buy a new jar of Sanatogen."
As the advert said, if you're troubled with 'nerves', start a course of Sanatogen today. It'll make a believer out of you!
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