“... a Food-Medicine that is readily assimilated and helps to digest other foods.”
In 1897 it was an:
“Ideal Substitute for Cod Liver Oil.”
In 1899 it:
“... conserves heat and energy by furnishing more material for oxidation.”
In 1902 it:
“... supplants tissue waste by tissue reconstruction.”
The promoters of Angier’s Emulsion thus for some time ignored the status definitely assigned to petroleum products by the experiments of Randolph, Hutchison and others. This was only natural. If petrolatum was absolutely inert in the alimentary canal (and this was now proved beyond controversy) then an emulsion prepared from it most certainly was not a “food-medicine,” could not “supplant tissue waste,” or “conserve heat and energy.” All the credit which previous “unterrified and ingenious advertising” (to quote Hutchison) had accumulated for Angier’s Emulsion was bound up with the view that petroleum products were foodstuffs.
LATER ADVERTISED AS NON-ABSORBABLE
The non-absorbability of liquid petrolatum, however, suggested to Robinson, Schmidt, Lane and others, a new therapeutic use for it in the treatment of chronic constipation. This method has rapidly gained popularity and it is not surprising, therefore, that the promoters of Angier’s Emulsion changed their claims accordingly, and now began to base their advertising chiefly on the proved properties of petrolatum. In 1910 the emulsion was advertised for the treatment of chronic diarrhea on these grounds: