Medicine show

Medicine shows were touring acts (traveling by truck, horse, or wagon teams) which peddled "miracle cure" patent medicines and other products between various entertainments. They developed from European mountebank shows and were common in the United States in the nineteenth century, especially in the Old West (though some continued until World War II). They usually promoted "miracle elixirs" (sometimes referred to as snake oil), which, it was claimed, had the ability to cure any disease, smooth wrinkles, remove stains, prolong life or cure any number of common ailments. Most shows had their own patent medicine (these medicines were for the most part unpatented but took the name to sound official). Entertainments often included a freak show, a flea circus, musical acts, magic tricks, jokes, or storytelling. Each show was run by a man posing as a doctor who drew the crowd with a monologue. The entertainers, such as acrobats, musclemen, magicians, dancers, ventriloquists, exotic performers, and trick shots, kept the audience engaged until the salesman sold his medicine.

While showmen pitching miraculous cures have been around since classical times, the advent of mixed performance and medicine sales in western culture originated during the Dark Ages in Europe after circuses and theatres were banned and performers had only the marketplace or patrons for support.Mountebanks traveled through small towns and large cities, selling miraculous elixirs by offering small street shows and miraculous cures. Itinerant peddlers of dubious medicines appeared in the American colonies before 1772, when legislation prohibiting their activities was enacted. Increasingly elaborate performances were developed to appeal to a largely rural population.

Over the course of the nineteenth century, traveling mountebanks gave way to more polished medicine shows, which availed themselves of a burgeoning patent medicine industry. At least 1,500 patent medicines were recorded by 1858, affording enterprising drifters a specific product to sell. These "medicines" seldom treated the specific symptoms of an illness, instead relying on stimulants or other drugs to produce a pleasurable effect. Alcohol, opium and cocaine were typical ingredients, and their addictive qualities provided an additional incentive for consumers to continue buying them, while their supposed medicinal benefit afforded a sufficient excuse. By 1900, the patent medicine industry was an $80 million business. Also contributing to the rise of the medicine show was the expansion of the advertising industry, through which shows were able to procure inexpensive posters, fliers, handbills, and other merchandising to promote their products. Other forms of advertising included the use of memorable jingles, sensational testimonials, and scare tactics.

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