BEST SPRING TONIC.
DOCTORS OF ALL SCHOOLS AGREE THAT THE BEST TONIC-STIMULANT TO BUILD UP THE SYSTEM, RUN DOWN AND WEAKENED BY THE LONG STRAIN OF WINTER, AND TO DRIVE OUT SPRING FEVER AND MALARIA IS ——'S MALT WHISKEY.
As a tonic and stimulant it is the greatest strength-giver known to science. It destroys disease germs and by its building and healing properties restores tissues in a gradual, healthy, natural manner. It is a wonderful specific in the treatment and cure of consumption, pneumonia, grippe, bronchitis, coughs, colds, malaria, low fevers, stomach troubles, and all wasting, weakened, diseased conditions, if taken in time.
It is recognized as the world's leading medicine everywhere.
By a decision of the Supreme Court of the State of New York this "pure" malt whiskey has been declared a liquor. It is simply a sweetened whisky. To advertise it as a CURE for consumption or as a cure for any disease was malicious, and should be punishable by a long term in prison. It would be possible to take every statement of the above advertisement and prove each one to be false.
This "pure" malt whiskey is a favorite "booze" of so-called temperance people. Since it is advertised as a medicine, they can get drunk from its use and still be "temperance" advocates. One of the favorite methods of advertising the product was to draw the public's attention to the fact that
CLERGYMEN ENDORSE MALT WHISKY
DISTINGUISHED DIVINES AND TEMPERANCE WORKERS WHO HAVE spent their lives in uplifting their fallen brethren and placing their feet upon the solid rock use and recommend ——'s pure malt whisky. Honored and respected preachers of the gospel and advocates of temperance, without regard to creed or prejudice, make frank and outspoken statements of what ——'s pure malt whisky has done for them.
Then follow the testimonials and the photographs of three aged and inert-looking preachers.
It made an impressive advertisement, as most nostrum "ads" are, because, unfortunately, the art of the liar is best expressed in the superlative degree. His word-pictures are therefore more lurid, more diversified, more romantic. But when they are investigated and the facts brought to light the advertisement falls to pieces. For example, compare the actual facts relative to the three "distinguished divines" with the fiction in the following advertisement: