Loe raamatut: «The Humbugs of the World», lehekülg 4

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 Nassau 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 multitudes of persons soon became convinced of the truth of his assertions, 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 advertisements. 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 advertisement 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 advertisements 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 advertisement) that nobody 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 advertisements 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 advertisements, 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 God. 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 quantities 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 unobjectionable yet novel method of advertising them; and as the doctor amassed 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 advertisements 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 advertisement 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 advertisements 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 “principal 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 advertisements. 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.”

“Good Heavens!” exclaimed the doctor, “then they are were all counterfeits! vile impositions! poisonous compounds! I never sell a pill to a druggist – I never permit an apothecary to handle one of my pills. But they counterfeit them by the bushel; the unprincipled, heartless, murderous impostors!”

I need not say I was surprised. Was it possible, then, that my imagination had done all this business, and that I had been cured by poisons which I supposed were Brandreth’s Pill? I confess I laughed heartily; and told the doctor that, after all, it seemed the counterfeits were as good as the real pills, provided the patient had sufficient faith.

The doctor was puzzled as well as vexed, but an idea struck him that soon enabled him to recover his usual equanimity.

“I’ll tell you what it is,” said he, “those Southern druggists have undoubtedly obtained the pills from me under false pretences. They have pretended to be planters, and have purchased pills from me in large quantities for use on the plantations, and then they have retailed the pills from their drug-shops.”

I laughed at this shrewd suggestion, and remarked: “This may be so, but I guess my imagination did the business!”

The doctor was uneasy, but he asked me as a favor to bring him one of the empty pill boxes which I had brought from the South. The next day, I complied with his request, and I will do the doctor justice to say that, on comparison, it proved as he had suspected; the pills were genuine, and although he had advertised that no druggist should sell them, they were so popular that druggists found it necessary to get them “by hook or by crook;” and the consequence was, I had the pleasure of a glorious laugh, and Doctor Brandreth experienced “a great scare.”

The doctor “made his pile” long ago, although he still devotes his personal attention to the “entirely vegetable and innocent pills, whose life-giving power no pen can describe.”

In 1849, the doctor was elected President of the Village of Sing Sing, N. Y. (where he still resides,) and was re-elected to the same office for seven consecutive years. In the same year, he was elected to the New York State Senate, and in 1859 was again elected.

Dr. Brandreth is a liberal man and a pleasant, entertaining, and edifying companion. He deserves all the success he has ever received. “Long may he wave!”

II. THE SPIRITUALISTS

CHAPTER IX

THE DAVENPORT BROTHERS, THEIR RISE AND PROGRESS. – SPIRITUAL ROPE-TYING. – MUSIC PLAYING. – CABINET SECRETS. – “THEY CHOOSE DARKNESS RATHER THAN LIGHT,” ETC. – THE SPIRITUAL HAND. – HOW THE THING IS DONE. – DR. W. F. VAN VLECK

The Davenport Brothers are natives of Buffalo, N. Y., and in that city commenced their career as “mediums” about twelve years ago. They were then mere lads. For some time, their operations were confined to their own place, where, having obtained considerable notoriety through the press, they were visited by people from all parts of the country. But, in 1855, they were induced by John F. Coles, a very worthy spiritualist of New York City, to visit that metropolis, and there exhibit their powers. Under the management of Mr. Coles, they held “circles” afternoon and evening, for several days, in a small hall at 195 Bowery. The audience were seated next the walls, the principal space being required for the use of “the spirits.” The “manifestations” mostly consisted in the thrumming and seemingly rapid movement about the hall of several stringed instruments, the room having been made entirely dark, while the boys were supposed or asserted to be quietly seated at the table in the centre. Two guitars, with sometimes a banjo, were the instruments used, and the noise made by “the spirits” was about equal to the united honking of a large flock of wild geese. The manifestations were stunning as well as astonishing; for not only was the sense of hearing smitten by the dreadful sounds, but, sometimes, a member of the circle would get a “striking demonstration” over his head!

At the request of the “controlling spirit,” made through a horn, the hall was lighted at intervals during the entertainment, at which times the mediums could be seen seated at the table, looking very innocent and demure, as if they had never once thought of deceiving anybody. On one of these occasions, however, a policeman suddenly lighted the hall by means of a dark lantern, without having been specially called upon to do so; and the boys were clearly seen with instruments in their hands. They dropped them as soon as they could, and resumed their seats at the table. Satisfied that the thing was a humbug, the audience left in disgust; and the policeman was about to march the boys to the station-house on the charge of swindling, when he was prevailed upon to remain and farther test the matter. Left alone with them, and the three seated together at the table on which the instruments had been placed, he laid, at their request, a hand on each medium’s head; they then clasped both his arms with their hands. While they remained thus situated (as he supposed,) the room being dark, one of the instruments, with an infernal twanging of its strings, rose from the table and hit the policeman several times on the head; then a strange voice through the trumpet advised him not to interfere with the work of the spirits by persecuting the mediums! Considerably astonished, if not positively scared, he took his hat and left, fully persuaded that there was “something in it!”

The boys produced the manifestations by grasping the neck of the instrument, swinging it around, and thrusting it into different parts of the open space of the room, at the same time vibrating the strings with the fore-finger. The faster the finger passed over the strings, the more rapidly the instrument seemed to move. Two hands could thus use as many instruments.

When sitting with a person at the table, as they did with the policeman, one hand could be taken off the investigator’s arm without his knowing it, by gently increasing, at the same time, the pressure of the other hand. It was an easy matter then to raise and thrum the instrument or talk through the horn.

About a dozen gentlemen – several of whom were members of the press – had a private séance with the boys one afternoon, on which occasion “the spirits” ventured upon an extra “manifestation.” All took seats at one side of a long, high table – the position of the mediums being midway of the row. This time, a little, dim, ghostly gaslight was allowed in the room. What seemed to be a hand soon appeared, partly above the edge of the vacant side of the table, and opposite the “mediums.” One excited spiritualist present said he could see the finger-nails.

John F. Coles – who had for several days, suspected the innocence of the boys – sprang from his seat, turned up the gaslight, and pounced on the elder boy, who was found to have a nicely stuffed glove drawn partly on to the toe of his boot. That, then, was the spirit-hand! The nails that the imaginative spiritualist thought he saw were not on the fingers. The boy alleged that the spirits made him attempt the deception.

The father of these boys, who had accompanied them to New York, took them home immediately after that exposure. In Buffalo, they continued to hold “circles,” hoping to retrieve their lost reputation as good mediums – by being, not more honest, but more cautious. To prevent any one getting hold of them while operating, they hit upon the plan of passing a rope through a button-hole of each gentleman’s coat, the ends to be held by a trusty person – assigning, as a reason for that arrangement, that it would then be known no one in the circle could assist in producing the manifestations. The plan did not always work well, however; for a skeptic would sometimes cut the rope, and then pounce upon “the spirit” – that is, if he didn’t happen to miss that individual, on account of the darkness and while trying to avoid a collision with the instruments.

To secure greater immunity from detection, and to enable them to exhibit in large halls which could not easily be darkened, the boys finally fixed upon a “cabinet” as the best thing in which to work. They had, some time before, made the “rope-test” a feature of their exhibitions; and in their cabinet-show they depended for success in deceiving entirely upon the presumption of the audience that their hands were so secured with ropes as to prevent their playing upon the musical instruments, or doing whatever else the spirits were assumed to do.

Their cabinet is about six feet high, six feet long, and two and a half feet deep, the front consisting of three doors, opening outward. In each end is a seat, with holes through which the ropes can be passed in securing the mediums. In the upper part of the middle door is a lozenge-shaped aperture, curtained on the inside with black muslin or oilcloth. The bolts are on the inside of the doors.

The mediums are generally first tied by a committee of two gentlemen appointed from the audience. The doors of the cabinet are then closed, those at the ends first, and then the middle one, the bolt of which is reached by the manager through the aperture.

By the time the end doors are closed and bolted, the Davenports, in many instances, have succeeded in loosening the knots next their wrists, and in slipping their hands out, the latter being then exhibited at the aperture. Lest the hands should be recognized as belonging to the mediums, they are kept in a constant shaking motion while in view; and to make the hands look large or small, they spread or press together the fingers. With that peculiar rapid motion imparted to them, four hands in the aperture will appear to be half-a-dozen. A lady’s flesh colored kid glove, nicely stuffed with cotton, is sometimes exhibited as a female hand – a critical observation of it never being allowed. It does not take the medium long to draw the knots close to their wrists again. They are then ready to be inspected by the Committee, who report them tied as they were left. Supposing them to have been securely bound all the while, those who witness the show are very naturally astonished.

Sometimes, after being tied by a committee, the mediums cannot readily extricate their hands and get them back as they were; in which case they release themselves entirely from the ropes before the doors are again opened, concluding to wait till after “the spirits” have bound them, before showing hands or making music.

It is a common thing for these impostors to give the rope between their hands a twist while those limbs are being bound; and that movement, if dexterously made, while the attention of the committee-men is momentarily diverted, is not likely to be detected. Reversing that movement will let the hand out.

The great point with the Davenports in tying themselves is, to have a knot next their wrists that looks solid, “fair and square,” at the same time that they can slip it and get their hands out in a moment. There are several ways of forming such a knot, one of which I will attempt to describe. In the middle of a rope a square knot is tied, loosely at first, so that the ends of the rope can be tucked through, in opposite directions, below the knot, and the latter is then drawn tight. There are then two loops – which should be made small – through which the hands are to pass after the rest of the tying is done. Just sufficient slack is left to admit of the hands passing through the loops, which, lastly, are drawn close to the wrists, the knot coming between the latter. No one, from the appearance of such a knot, would suspect it could be slipped. The mediums thus tied can, immediately after the committee have inspected the knots, and closed the doors, show hands or play upon musical instruments, and in a few seconds be, to all appearance, firmly tied again.

If flour has been placed in their hands, it makes no difference as to their getting those members out of or into the ropes; but, to show hands at the aperture, or to make a noise on the musical instruments, it is necessary that they should get the flour out of one hand into the other. The moisture of the hand and squeezing, packs the flour into a lump, which can be laid into the other hand and returned without losing any. The little flour that adheres to the empty hand can be wiped off in the pantaloons pocket. The mediums seldom if ever take flour in their hands while they are in the bonds put upon them by the committee. The principal part of the show is after the tying has been done in their own way. Wm. Fay, who accompanies the Davenports, is thus fixed when the hypothetical spirits take the coat off his back.

As I before remarked, there are several ways in which the mediums tie themselves. They always do it, however, in such a manner that, though the tying looks secure, they can immediately get one or both hands out. Let committees insist upon untying the knots of the spirits, whether the mediums are willing or not. A little critical observation will enable them to learn the trick.

To make this subject of tying clearer, I will repeat that the Davenports always untie themselves by using their hands; as they are able in ninety-nine cases out of a hundred, however impossible it may seem, to release their hands by loosening the knots next their wrists. Sometimes they do this by twisting the rope between their wrists; sometimes it is by keeping their muscles as tense as possible during the tying, so that when relaxed there shall be some slack. Most “committees” know so little about tying, that anybody, by a little pulling, slipping, and wriggling, could slip his hands out of their knots.

A violin, bell, and tambourine, with perhaps a guitar and drum, are the instruments used by the Davenports in the cabinet. The one who plays the violin holds the bell in his hand with the bow. The other chap beats the tambourine on his knee, and has a hand for something else.

The “mediums” frequently allow a person to remain with them, providing he will let his hands be tied to their knees, the operators having previously been tied by “the spirits.” The party who ventures upon that experiment is apt to be considerably “mussed up,” as “the spirits” are not very gentle in their manipulations.

To expose all the tricks of these impostors would require more space than I can afford at present. They have exhibited throughout the Northern States and the Canadas; but never succeeded very well pecuniarily until about two years ago, when they employed an agent, who advertised them in such a way as to attract public attention. In September last, they went to England, where they have since created considerable excitement.

If the hands of these boys were tied close against the side of their cabinet, the ropes passing through holes and fastened on the outside, I think “the spirits” would always fail to work.

Dr. W. F. Van Vleck, of Ohio, to whom I am indebted for some of the facts contained in this chapter, can beat the Davenport brothers at their own game. In order that he might the better learn the various methods pursued by the professed “mediums” in deceiving the public, Dr. Van Vleck entered into the medium-business himself, and by establishing confidential relations with those of the profession whose acquaintance he made, he became duly qualified to expose them.

He was accepted and indorsed by leading spiritualists in different parts of the country, as a good medium, who performed the most remarkable spiritual wonders. As the worthy doctor practiced this innocent deception on the professed mediums solely in order that he might thus be able to expose their blasphemous impositions, the public will scarcely dispute that in this case the end justified the means. I suppose it is not possible for any professed medium to puzzle or deceive the doctor. He is up to all their “dodges,” because he has learned in their school. Mediums always insist upon certain conditions, and those conditions are just such as will best enable them to deceive the senses and pervert the judgment.

Anderson “the Wizard of the North,” and other conjurers in England, gave the Davenports battle, but the “prestidigitators” did not reap many laurels. Conjurers are no more likely to understand the tricks of the mediums than any other person is. Before a trick can be exposed it must be learned. Dr. Van Vleck, having learned “the ropes,” is competent to expose them; and he is doing it in many interesting public lectures and illustrations.

If the Davenports were exhibiting simply as jugglers, I might admire their dexterity, and have nothing to say against them; but when they presumptuously pretend to deal in “things spiritual,” I consider it my duty, while treating of humbugs, to do this much at least in exposing them.