The Humbugs of the World Part 5

The gentleman of the "ring" saw by Tom's firmness and clenched teeth that he was immovable; that his principles, like those of too many others, consisted of "loaves and fishes;" they therefore consented to put Tom's name on the munic.i.p.al ticket; and the worst part of the story is, he was elected.

In a very short time, Tom was duly installed into the Aldermanic chair, and, opening his office on a prominent corner, he was soon doing a thriving business. He was generally occupied throughout the day in sitting as a judge in cases of book debt and promissory notes which were brought before him, for various small sums ranging from two to five, six, eight, and ten dollars. He would frequently dispose of thirty or forty of these cases in a day, and as imprisonment for debt was permitted at that time, the poor defendants would "shin" around and make any sacrifice almost, rather than go to jail. The enormous "costs" went into the capacious pocket of the Alderman; and this dignitary, as a natural sequence, "waxed fat" and saucy, exemplifying the truth of the adage "Put a beggar on horseback," etc.

As the Alderman grew rich, he became overbearing, headstrong, and dictatorial. He began to fancy that he monopolized the concentrated wisdom of his party, and that his word should be law. Not a party-caucus or a political meeting could be held without witnessing the vulgar and profane harangues of the self-conceited Alderman, Tom Simmons. As he was one of the "ring," his fingers were in all the "pickings and stealings;"

he kept his family-coach, and in his general swagger exhibited all the peculiarities of "high life below stairs."

But after Tom had disgraced his office for two years, a State election took place and the other party were successful. Among the first laws which they pa.s.sed after the convening of the Legislature, was one declaring that from that date imprisonment for debt should not be permitted in the State of Pennsylvania for any sum less than ten dollars.

This enactment, of course, knocked away the chief prop which sustained the Alderman, and when the news of its pa.s.sage reached Philadelphia, Tom was the most indignant man that had been seen there for some years.

Standing in front of his office the next morning, surrounded by several of his political chums, Tom exclaimed:

"Do you see what them infernal tories have done down there at Harrisburg? They have been and pa.s.sed an outrageous, oppressive, barbarous, and unconst.i.tutional law! A pretty idea, indeed, if a man can't put a debtor in jail for a less sum than ten dollars! How am I going to support my family, I should like to know, if this law is allowed to stand? I tell you, gentlemen, this law is unconst.i.tutional, and you will see blood running in our streets, if them tory scoundrels try to carry it out!"

His friends laughed, for they saw that Tom was reasoning from his pocket instead of his head; and, as he almost foamed at the mouth in his impotent wrath they could not suppress a smile.

"Oh, you may laugh, gentlemen--you may laugh; but you will see it. Our party will never disgrace itself a permitting the tories to rob them of their rights by pa.s.sing unconst.i.tutional laws; and I say, the sooner we come to blood, the better!"

At this moment, a gentleman stepped up, and addressing the Alderman, said:

"Alderman, I want to bring a case of book debt before you this morning."

"How much is your claim?" asked Tom.

"Four dollars," replied the rumseller--for such he proved to be--and his debt was for drinks chalked up against one of his "customers."

"You can't have your four dollars, Sir," replied the excited Alderman.

"You are robbed of your four dollars, Sir. Them legislative tories at Harrisburg, Sir, have cheated you out of your four dollars, Sir. I undertake to say, Sir, that fifty thousand honest men in Philadelphia have been robbed of their four dollars by these b.l.o.o.d.y tories and their cursed unconst.i.tutional law! Ah, gentlemen, you will see blood running in our streets before you are a month older. (A laugh.) Oh, you may laugh; but you will see it--see if you don't!"

A newsboy was just pa.s.sing by.

"Here, boy, give me the Morning Ledger," said the Alderman, at the same time taking the paper and handing the boy a penny. "Let us see what them blasted cowboys are doing down at Harrisburg now. Ah!--what is this?"

(Reading:) "'Blood, blood, blood!' Aha! laugh, will you, gentlemen? Here it is." Reads:

"'Blood, blood, blood! The Dorrites have got possession of Providence. The military are called out. Father is arrayed against father, and son against son. Blood is already running in our streets.'

"Now laugh, will you, gentlemen? Blood is running in the streets of Providence; blood will be running in the streets of Philadelphia before you are a fortnight older! The tories of Providence and the tories of Harrisburg must answer for this blood, for they and their unconst.i.tutional proceedings are the cause of its flowing! Let us see the rest of this tragic scene." Reads:

"'Is there any remedy for this dreadful state of things?'"

ALDERMAN.--"Of course not, except to hang every rascal of them for trampling on our g-l-orious Const.i.tution." Reads:

"'Is there any remedy for this dreadful state of things? Yes, there is.'"

ALDERMAN.--"Oh, there is, is there? What is it? Let me see." Reads:

"'Buy two packages of Pease's h.o.a.rhound candy.'"

"Blast the infernal Ledger!" exclaimed the now doubly incensed and indignant Alderman, throwing the paper upon the pavement with the most ineffable disgust, amid the shouts and hurrahs of a score of men who by this time had gathered around the excited Alderman Tom Simmons.

As I before remarked, the "candy" was a very good article for the purposes for which it was made; and as Pease was an indefatigable man, as well as a good advertiser, he soon acquired a fortune. Mr. Pease, Junior, is now living in affluence in Brooklyn, and is bringing up a "happy family" to enjoy the fruits of his industry, probity, good habits, and genius.

The "humbug" in this transaction, of course consisted solely in the manner of advertising. There was no humbug or deception about the article manufactured.

CHAPTER VIII.

BRANDRETH'S PILLS.--MAGNIFICENT ADVERTISING.--POWER OF IMAGINATION.

In the year 1834, Dr. Benjamin Brandreth commenced advertising in the city of New York, "Brandreth's Pills specially recommended to purify the blood." His office consisted of a room about ten feet square, located in what was then known as the Sun building, an edifice ten by forty feet, situated at the corner of Spruce and Na.s.sau streets, where the Tribune is now published. His "factory" was at his residence in Hudson street.

He put up a large gilt sign over the Sun office, five or six feet wide by the length of the building, which attracted much attention, as at that time it was probably the largest sign in New York. Dr. Brandreth had great faith in his pills, and I believe not without reason; for mult.i.tudes of persons soon became convinced of the truth of his a.s.sertions, that "all diseases arise from impurity or imperfect circulation of the blood, and by purgation with Brandreth's Pills all disease may be cured."

But great and reasonable as might have been the faith of Dr. Brandreth in the efficacy of his pills, his faith in the potency of advertising them was equally strong. Hence he commenced advertising largely in the Sun newspaper--paying at least $5,000 to that paper alone, for his first year's advertis.e.m.e.nts. That may not seem a large sum in these days, when parties have been known to pay more than five thousand dollar for a single day's advertising in the leading journals; but, at the time Brandreth started, his was considered the most liberal newspaper-advertising of the day.

Advertising is to a genuine article what manure is to land,--it largely increases the product. Thousands of persons may be reading your advertis.e.m.e.nt while you are eating, or sleeping, or attending to your business; hence public attention is attracted, new customers come to you, and, if you render them a satisfactory equivalent for their money, they continue to patronize you and recommend you to their friends.

At the commencement of his career, Dr. Brandreth was indebted to Mr.

Moses Y. Beach, proprietor of the New York Sun, for encouragement and means of advertising. But this very advertising soon caused his receipts to be enormous. Although the pills were but twenty-five cents per box, they were soon sold to such a great extent, that tons of huge cases filled with the "purely vegetable pill" were sent from the new and extensive manufactory every week. As his business increased, so in the same ratio did he extend his advertising. The doctor engaged at one time a literary gentleman to attend, under the supervision of himself, solely to the advertising department. Column upon column of advertis.e.m.e.nts appeared in the newspapers, in the shape of learned and scientific pathological dissertations, the very reading of which would tempt a poor mortal to rush for a box of Brandreth's Pills; so evident was it (according to the advertis.e.m.e.nt) that n.o.body ever had or ever would have "pure blood," until from one to a dozen boxes of the pills had been taken as "purifiers." The ingenuity displayed in concocting these advertis.e.m.e.nts was superb, and was probably hardly equaled by that required to concoct the pills.

No pain, ache, twinge, or other sensation, good, bad, or indifferent, ever experienced by a member of the human family, but was a most irrefragable evidence of the impurity of the blood; and it would have been blasphemy to have denied the "self-evident" theory, that "all diseases arise from impurity or imperfect circulation of the blood, and that by purgation with Brandreth's Pills all disease may be cured."

The doctor claims that his grandfather first manufactured the pills in 1751. I suppose this may be true; at all events, no _living_ man will be apt to testify to the contrary. Here is an extract from one of Dr.

Brandreth's early advertis.e.m.e.nts, which will give an idea of his style:

"'What has been longest known has been most considered, and what has been most considered is best understood.

"'The life of the flesh is in the blood.'--Lev. xxii, 2.

"Bleeding reduces the vital powers; Brandreth's Pills increase them. So in sickness never be bled, especially in Dizziness and Apoplexy, but always use Brandreth's Pills.

"The laws of life are written upon the face of Nature. The Tempest, Whirlwind, and Thunder-storm bring health from the Solitudes of G.o.d. The Tides are the daily agitators and purifiers of the Mighty World of Waters.

"What these Providential means are as purifiers of the Atmosphere or Air, Brandreth's Pills are to man."

This splendid system of advertising, and the almost reckless outlay which was required to keep it up, challenged the admiration of the business community. In the course of a few years, his office was enlarged; and still being too small, he took the store 241 Broadway, and also opened a branch at 187 Hudson street. The doctor continued to let his advertising keep pace with his patronage; and he was finally, in the year 1836, compelled to remove his manufactory to Sing Sing, where such perfectly incredible quant.i.ties of Brandreth's Pills have been manufactured and sold that it would hardly be safe to give the statistics. Suffice it to say, that the only "humbug" which I suspect in connection with the pills was, the very harmless and un.o.bjectionable yet novel method of advertising them; and as the doctor ama.s.sed a great fortune by their manufacture, this very fact is _prima facie_ evidence that the pill was a valuable purgative.

A funny incident occurred to me in connection with this great pill. In the year 1836, while I was travelling through the States of Alabama, Mississippi, and Louisiana, I became convinced by reading Doctor Brandreth's advertis.e.m.e.nts that I needed his pills. Indeed, I there read the proof that every symptom that I experienced, either in imagination or in reality, rendered their extensive consumption absolutely necessary to preserve my life. I purchased a box of Brandreth's Pills in Columbus, Miss. The effect was miraculous! Of course, it was just what the advertis.e.m.e.nt told me it would be. In Tuscaloosa, Alabama, I purchased half a dozen boxes. They were all used up before my perambulating show reached Vicksburg, Miss., and I was a confirmed disciple of the blood theory. There I laid in a dozen boxes. In Natchez, I made a similar purchase. In New Orleans, where I remained several months, I was a profitable customer, and had become thoroughly convinced that the only real "greenhorns" in the world were those who preferred meat or bread to Brandreth's Pills. I took them morning, noon, and night. In fact, the advertis.e.m.e.nts announced that one could not take too many; for if one box was sufficient to purify the blood, eleven extra boxes would have no injurious effect.

I arrived in New York in June 1838, and by that time I had become such a firm believer in the efficacy of Brandreth's Pills, that I hardly stopped long enough to speak with my family, before I hastened to the "princ.i.p.al office" of Doctor Brandreth to congratulate him on being the greatest public benefactor of the age.

I found the doctor "at home," and introduced myself without ceremony. I told him my experiences. He was delighted. I next heartily indorsed every word stated in his advertis.e.m.e.nts. He was not surprised, for he knew the effects of his pills were such as I described. Still he was elated in having another witness whose extensive experiments with his pills were so eminently satisfactory. The doctor and myself were both happy--he in being able to do so much good to mankind; I in being the recipient of such untold benefits through his valuable discovery.

At last, the doctor chanced to say that he wondered how I happened to get his pills in Natchez, "for," said he, "I have no agent there as yet."

"Oh!" I replied, "I always bought my pills at the drug stores."