quakery expanded dramatically with printed advertising--larger market

patents were shown as evidence of government approval

buy american sentiment in the 18c.

heroic therapy and Jacksonian democracy--encouraged individuals to heal themselves

increased public literarcy

Lydia Estes Pinkham--local success turned national--claimed to cure everything

current market for such cures--no proven efficacy

strong placebo effect--lots of alcohol in them--even opium

americans wanted to get the cure immediately and do it themselves

it’s all about making money through advertising--then AND now