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America's Pastime: Patent Medicine Trade Cards on Pain Main Menu Introduction Student Projects The Power of Emotional Marketing: How Vintage Medical Trading Cards Used Children to Sell Their Products to Parents The late 19th and early 20th centuries saw the rise of patent trade medicine cards across the country. Prominent among the many marketing strategies employed were those involving child imagery. By exploring the historical juncture between child imagery and society, new insights are gained regarding the appeal of child imagery and its employment in various marketing approaches. - By Kevin Kerr, Curran Whitney-Vazquez, Chandler Warth, Samuel Sakowski, Eden Breslauer-Friedman Clothing as Tool of Expression: Utilizing Fashion in 19th Century Marketing In analyzing our group’s medicine trading cards, we were able to convey the significance of clothing throughout its relation to medicine. Various forms of clothing demonstrate symbolism towards an indvidual’s perception on medicine as well as foreshadowing the message in which the trading cards demonstrate. The various forms of clothing and stances the individuals and characters in the trading card portray indicate symbolize towards various forms of clothing and stances to highlight the social class and hierarchy of power with its purpose in medication trading cards. The way that every individual is dressed eludes to different perceptions of varying social classes as the medical epherma is not targeted to one specific group. This persuades individuals to buy the medicines and adapt to their encouraged medicine techniques. - By Brittney Abdi, Alan Torres, Jolene Matian, Zoe Rosenberg, Javier Perez Mejia Humanity, Animals, and Religion: The Metaphorical Sense of Rebirth and Apotheosis of Purity. In the late 19th and early 20th century, America saw a rise in Patent Medicine leading up to the civil war. It was a lucrative trade that encouraged individuals to cultivate their own brand and medicinal products. The rise in Patent Medicine could be explained by a multitude of factors, such as rapid increases in industry and manufacturing, urban living, the absence of drug regulation, and the lack of accessibility and distrust of contemporary medical practices. During this period, Patent medicine companies vigorously marketed their products through small, colorful cards that featured illustrations , along with information about the medicine's supposed benefits and ingredients. To persuade consumers to purchase their products, patent medicine companies utilized a variety of marketing techniques. Some of the most popular ones being the portrayal of humanity, animals, and religion to convey the notion of rebirth and purity. - By Dominic Castillo, Vanessa Jiang, Stephen Liu, Leo Martinez, Selena Quispe The Utilization of Youthful Figures, Both Humans and Animals, in Medical Trading Cards The UCLA Library Digital Collections consist of a diverse collection of Patent Medicine Trade Cards that depict historically meaningful and strategic methods of medical advertising, specifically focusing on irregular and alternative medicines. The following trade cards investigate the significance of youthful figures in medical advertisements, as seen in both humans and animals. - By India White Cloud, Shanya Rostami, Andreas Tunney, Noah Orshansky, Netaniel Daee, and Justin Vayakone The Appeal of Youth and Family in Patent Medicine Trading Cards Medical Ephemera has had a long history of using emotional tactics to appeal to its intended target audiences. One of the most prevalent motifs is that of youth and children. Through visual and written rhetoric, this theme appeals to many family oriented communities and their values. From reliability to rejuvenation, for many people children can represent what they want in a medicine. However, this era of trade cards was particularly deceitful towards audiences by using this rhetoric, yet had a significant impact on marketing tactics that are still seen and thriving today. - By Lauren Tanaka, Allison Bushong, Mollie Brown, and Garrison Hallum Innocent Imagery: A Technique of Patent Medical Trade Cards The evolution of curing pain and uplifting human welfare greatly interested the public. To help combat this suffering, medical corporations turned to advertising through Patent Medical Trade Cards. These small cards significantly helped sell medicines throughout the 19th and 20th centuries in the United States of America. Specific techniques and styles, such as Innocent Imagery, assisted in attracting the consumer to purchase the drug. For instance, harmless animals, delicate flowers, and emotional characters were critical sources of visualizing innocence. -By Lauren Heiberg, Sean Eshraghi, Bradley Reed, Camila Ramirez-Leng and Shayan Mansourian Youth as a Marketing Tactic to Relieve Pain Our group page dives into the way patent medicine trade cards have utilized youth and innocence as a marketing tactic to improve their advertisement. We have focused on UCLA library’s collection as a whole and chosen to individually select a few of the cards that best match our theme all together. This project has allowed us to study the advertisement techniques of medical cures and solutions of its time as a group. We hope our findings are as insightful to you as they are to us - By Tara Kahrobaie, Rebeca Daee, Talia Fouladian, Ashley Kohen, Nathan Darougar, Saman Khalifian The Children of Medicine: An Appeal to Consumer Emotions Our group page explores the intricacies of 19th century marketing strategies that heavily revolved around depictions of children and the youth in an attempt to psychologically appeal to the emotions of consumers in hopes of converting sales. However, we also discuss how problematic this can be, especially when the product advertisement itself is deceiving and may even pose a threat to the lives of consumers. Though effective, using the youth to advertise products can be unethical and as a result, there were different legislations enacted to combat this and different marketing strategies have evolved in conjunction with it. - By Johnny Thai, Margarita Balbuena, Ryan Nelson, Chuntao Qiu How Depictions of Women and Children Sell Medication In this page, we examine the usage of women and children portrayed on patent medicine trade cards to advertise and sell medication. Throughout this page, we employ the collection of patent medicine trade cards from the UCLA Library Digital Collections, analyzing the images and text to gain a deeper understanding of this form of advertising. - By: Jacquelyn Bakshian, Abby Kim, Tyler Maghen, David Sagizadeh, Shana Simanian, Mia Tumbaga The Influence of Innocence and Purity in Patent Medicine Trade Cards This page will explore how themes of innocence and purity were primarily utilized in patent medicine trade cards in order to generate enticing advertisements to consumers at the time. Themes of purity, innocence, and femininity entwined with the audience's perception of an ideal person, and this page will dissect how these themes were utilized to create an impactful advertisement for medical ephemera. —By Lesley Sierra, Alejandro Haro, Taylor Sullivan, Karina Tairyan, Jennifer Lay, Parinaz Kyavar The Healing and Appealing Powers of Purity and Femininity Our group page focuses on the use of femininity and purity in advertising as a means to demonstrate the efficacy of the advertised medications. Through close inspection of various Patent Medicine Trade Cards from the UCLA Biomedical Library Special Collections, our group has gained an understanding of advertising strategies and the use of cultural norms to demonstrate medicinal efficacy. Women, ideas of femininity, and purity found in nature are the central themes of our scalar book and reveal advertising strategies of medications in the late 19th and early 20th centuries. These cards as well as our own individual pages will explore the complex and historically relevant themes of femininity and purity through the lens of advertising strategies of medications and medicinal products in the late 19th and early 20th centuries. - By Stephanie Zager, Ella Kitt, Megan Sparrow, Corey Gear, Neda Afsharian Parental Protective Instincts: Child Imagery in Patent Medicine Trade Cards In the late nineteenth century to early twentieth century, pharmaceutical companies established marketing strategies in which they value child imagery upon the medical trade cards. By evaluating and uncovering new insights regarding the appeal of child imagery, the selection of six cards from the UCLA’s Patent Medical Trading Card collection will elucidate its marketing values and how it appeals to buyers. By Chelsie, Adrian, Micaiah, Princess Animals used In Medicine Trade cards Our presentation focuses on the use of animals in Patent Medicine trade cards, as advertisements , essentially animals are used are marketing tools. By using animals as the main focus on the image, the companies are able to grasp the attention of the viewers. - By Aaron Kohanbash, Aaron Ezra Kohanbash, Elan Amona, Samuel Kohanteb, and Avner Shamtoub The Usage of Various Species in Advertising Medicinal Products The UCLA Patent Medicine Trade Cards expounds on medicine under a variety of labels and names through its collection of 247 patent medicine trade cards. With the variety of medical products on the market, companies utilized artwork to advertise their products to the general public. Specifically, various species and the attributes associated with them were one common theme among patent medicine trading cards. - By Hoyeol Lee, Fady Tawfik, Daniel Rabkin, Mia Kubal, Sarkis Vartanyan, and Daniel Pirian Utilizing Trade Cards as a Key Advertising Technique Trade card makers employed them as a medium to promote medical products, utilizing various advertising tactics to entice consumers and guarantee profitable sales. These marketing approaches included leveraging maternal connections, portraying children, emphasizing the product's "healing powers," and presenting visually appealing designs. By- Hannah Shaye, Yaelle Shaye, Leah Tabibi, Odelia Safadel, Ely Gabbaypour, and Arya Afgham 19th Century Remedies for Women's Daily Troubles During the 19th century, patent medicine trade cards often were marketed to women. These cards advertised products that intended to relieve ordinary women of troubles that they faced on a daily basis. Many of these products included cure-alls, medicine for mothers, and medicinal makeup, which addressed the frequent concerns women experienced regarding bodily health, motherhood, and femininity. – By Omotola Adesina, Gengjia Lin, Renateh Moradian, Grant Pate, and Brooke Vallone.

Keep smiling [inscribed] (front)

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This page has annotations:

Dr. R. O. Starkey, D.C. Stephen Liu
Contents of this annotation:
1. Keep smiling [inscribed] (front)
Keep Smiling. Curran Whitney-Vazquez
Contents of this annotation:
1. Keep smiling [inscribed] (front)
Striped colors. Curran Whitney-Vazquez
Contents of this annotation:
1. Keep smiling [inscribed] (front)

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Humanity, Animals, and Religion: The Metaphorical Sense of Rebirth and Apotheosis of Purity. In the late 19th and early 20th century, America saw a rise in Patent Medicine leading up to the civil war. It was a lucrative trade that encouraged individuals to cultivate their own brand and medicinal products. The rise in Patent Medicine could be explained by a multitude of factors, such as rapid increases in industry and manufacturing, urban living, the absence of drug regulation, and the lack of accessibility and distrust of contemporary medical practices. During this period, Patent medicine companies vigorously marketed their products through small, colorful cards that featured illustrations , along with information about the medicine's supposed benefits and ingredients. To persuade consumers to purchase their products, patent medicine companies utilized a variety of marketing techniques. Some of the most popular ones being the portrayal of humanity, animals, and religion to convey the notion of rebirth and purity. - By Dominic Castillo, Vanessa Jiang, Stephen Liu, Leo Martinez, Selena Quispe
The success of advertising ultimately lies in the ability to bring attention to any product or service. Early medical trading cards existed in an
unregulated market where any edge was advantageous towards generating impressions and attracting new customers. The ability to distinguish certain products or brands created the opportunity to gain a greater market share thereby incentivizing some companies to cash in on their burgeoning name recognition among the populace. The American Red Cross was one such example, opting to utilize their trademark as a tool to grant some legitimacy to their products. The trading card on the left, titled "Red Cross Cough Drops (Front)", associates the cough drops being marketed with the legacy of the Red Cross. The figure in the trading card, depicted as a nurse, illustrates the humanity behind the product and creates the impression that the cough drops are the same that Red Cross nurses use to treat their patients. The utilization of nature as a backdrop for the front of the trading card and the lack of marketing copy underscore the ease which consumers might organically share the card as a token to collect rather than a mailer to throw away.

Rheumatism and Neuralgia:
Another way Patent Medicine Companies advertised their products was through evoking the emotions of the public. In the trade card, Rheumatism and Neuralgia, the depiction of an adolescence girl adorned in pristine white attire accentuates the concept of purity and innocence. In Western culture, white is often associated with innocence, which is why brides traditionally wear white on their wedding day to symbolize purity and virginity. Similarly, in the 19th century, it was widely believed that the absence of sexuality was what gave children their purity. Thus, the utilization of a young girl in white attire embodies the notion of purity, a quality valued by society. Consumers value purity for many reasons. They may associate purity with products that are free from contaminants that are harmful to their health. Purity is also desirable to consumers since they may align with their personal values and beliefs. They may have ethical, religious, or other reasons for seeking out specific products that reflect their values and resonate with them on a subconscious level. This trade card effectively showcases the desirable qualities that appeal to consumers, which ultimately contribute to the success of the marketing technique and boosting sales.

Hood's Sarsaparilla:
On the Hood's Sarsaparilla trade card, there is an illustration of three puppies observing an older dog pinning down a mouse. Their curiosity and focus on the task exemplifies how young animals are inherently innocent. The older dog is teaching the puppies skills that are necessary to survive. This suggests that when animals are born, they lack the innate ability to hunt and must acquire the necessary skills through instruction. This perception of young animals as innocent and pure stems from the fact that they have not yet learned or engaged in behaviors that may be seen as harmful or violent. Additionally, young animals are depicted in contemporary society and social media as cute and adorable, which reinforces the association with purity. The portrayal of these puppies as innocent and pure is an excellent marketing technique to appeal to consumers' emotions and values, just like in the trade card, Rheumatism and Neuralgia.

Dr. Isaac Thompson's celebrated eye water for all complaints of the eyes [inscribed]:
Furthermore, patent medicine trade cards often used animals to evoke strong emotional responses in people, such as feelings of comfort, happiness, or safety. By using animals in the advertising, the patent medicine companies were trying to create a positive emotional association with their products. Oftentimes, cats were used in trade cards because they symbolized elegance, cleanliness, and purity. In the patent medicine trade card, “Dr. Isaac Thompson’s celebrated eye water for all complaints of the eyes”, we see the cat with its head down as the older woman is applying the medicine to its head. This pose adds a sense of lightheartedness and endearment to the advertisement which helps the medicine seem less intimidating and more approachable. Additionally, cats were often associated with the concept of rebirth in patent medicine trade cards. This association is due to cats being hysterically linked with mysticism, magic, and the supernatural, as they were often seen as having nine lives. Consequently the images of cats was a way to promote the idea that their product could restore vitality and health. This is due to the idea of cats having nine lives, which is often associated with their grace and ability to land on their feet after a fall. In this trade card, this concept is used in conjunction with the idea of rejuvenation and renewal, which suggests that the product being advertised could help restore the body to its youthful state.

Ayer's Sarsaparilla Discovery of America [inscribed]
Continually, while some cards utilized animals, others chose to incorporate different imagery and themes, such as religion, on theirs. An example of a card that does this can be seen on the upper right and was advertising Ayer's Sarsaparilla in 1880. Religion was another major theme that was used due to the popularity of religion in the 19th century. In this card, a man in the lower right corner can be seen grasping a cross and looking up to the heavens, thanking God for his discovery. Here, Ayer's uses religion as a selling point, as this can be seen as the man thanking God for finding Ayer's product, which can now relieve all of his pain and allow him to live a better life . By including religion and religious imagery, the company would display to viewers that the product was aligned with religious beliefs. It was also meant to give potential consumers the reassurance that the product was not secular and would not take away their purity after using it. Ultimately, this card, like many other Patent Medicine Trade Cards of the 19th century, looked to use religion and the idea of purity as a way to appeal to potential consumers.

Keep Smiling [inscribed]
In somewhat of a contrast to religious ideas, some cards focused on science and human knowledge as a way to cure disease. "Keep Smiling" shows the address, contact, and business hours of Dr. R. O. Starkey, D.C., a doctor of chiropractic. The back side of the card describes the function of the brain, spinal cord, and nerves. It states that obstructions of this current at different spinal levels are the cause of diseases at the corresponding organ systems. These descriptions are roughly consistent with knowledge today. Together, the card gives an introduction about the nervous system and claims that a chiropractor is someone who has deeper knowledge and, therefore, knows how to remove affections of nerves and restore health. This card is distinct in that there is no pharmaceutical product. Rather, it is the practitioner that is advertised as a curer of disease. Another interpretation of this, related religious imagery in Christianity, is that the chiropractor is acting like a healer, similar to how Jesus healed the sick and gave sight to the blind.
Youth and Happiness: Marketing Medicine Through Indirect Symbolism In the late 19th and early 20th centuries, the marketing of medicines through patent trade cards flourished. Prevalent among these cards’ marketing approaches is a theme distinguished by its symbolic reference to youth and happiness. These references utilize the restorative and curative qualities of the medicines they advertise, while simultaneously going beyond medicine, promising youth and happiness, whether nostalgic or innocent, to children and adults alike. - By Curran Whitney-Vazquez
An appeal to youth and happiness is best exemplified by E.O. Hersey’s card. The illustration of girls using a magnifying glass to burn the man’s scalp functions as light-hearted antics of youths, a segment of situational comedy enjoyed by both children and adults. With similarly broad appeal, the card’s setting, upon an exotic beach with a beached ship, evokes a sense of adventure. Other depictions throughout the card’s illustration, including a brass instrument, exotic birds, and bright clothing, culminate in the whimsy of the illustration. This whimsy is visually appealing, but also evokes a fantastical element in the advertisement of Hersey’s medicine, indirectly promising supernatural benefits.

Not all appeals to youth and happiness were so subtle, however. Dr. R. O. Starkey’s card demonstrates a direct approach. The card’s frontside is dominated by stark letters reading “KEEP SMILING.” This tagline makes two direct appeals, the first being a general happiness implied by smiling. The use of “keep,” in the tagline, reveals a secondary meaning, in which one’s youth and carefree attitude is preserved. Focusing on the continuation or restoration of one’s past youth and happiness, this card targets adults, an intention that is made somewhat obvious by its lack of illustrations as seen in Hersey’s card previously. However, in lieu of illustrations, this card makes use of bright, contrasting bands of color along its border. This design not only grabs one’s attention, but also complements the card’s bold and energetic tagline. As Starkey’s card demonstrates, the marketable power of youth and happiness is not limited to the domain of children or fanciful drawings.

Whereas Hersey’s card is whimsical, and Starkey’s card explicit, other cards occupied a space between those two poles. Fleming’s Mikado Cologne is one such example. Lacking visual blustery or direct messaging, the card’s appeal to youth and happiness is understated. The illustration adorning its frontside, of cabins on a snowy, moonlit night, is quite conceivable and tangible to viewers in comparison to Hersey’s chaotic scene. Still, the scene evokes a sense of natural wonder, while simultaneously promising serenity. The cabins, one visibly inhabited, may imply coziness and kinship, as part of a broader appeal to familial values. Children may identify the snowy scene with winter activities and holidays, while parents and adults may value the familial values or tranquility implied. In this way, the card manages to present appeal to youth and happiness in such a combination that it is present for both children and parents, but in distinctly different ways. By taking a middle path in their appeals to youth and happiness, cards such as Fleming’s are not restricted in their marketing appeal strictly to youth and happiness. Though appeals to youth and happiness may be weaker, they enjoy greater flexibility in the marketing of their cards.

The analysis of these cards provides multiple insights into the juncture that encapsulates marketing, medicine, with youth and happiness. Youth and happiness appeals to potential customers within the scope of medicinal wellbeing, as well as a broader context. Yet there exists many viable approaches in marketing this appeal, whether direct or subtle, whimsical or real, and in targeting children or adults.
Science and Human Expertise in the Marketing of Cures Patent medicines were prevalent in a window of time in the US, beginning in the mid- to late-1800s when printing technologies enabled their widespread advertising via trade cards, and ending with the first Pure Food and Drug Act in 1906. Before regulation by consumer protection agencies like the Food and Drug Administration, producers of patent medicines claimed the curative properties of their product and presented themselves as credible in a variety of ways. Besides religious ideas, some cards focused on utilizing science and knowledge as their marketing strategy.

The front side of "Keep Smiling" shows the address, contact, and business hours of Dr. R. O. Starkey, D.C., a doctor of chiropractic. The back side of the card describes the function of the brain, spinal cord, and nerves in generating and transmitting "life current" throughout the body. Obstructions of this current are the cause of disease at various levels. A diagram shows the spinal levels that nerves exit and enter the spinal cord to innervate various organs. The spinal level of an impinged nerve determines the affected organs. These descriptions are roughly consistent with knowledge today.

Together, the card gives an introduction about the nervous system and claims that a chiropractor is someone who has deeper knowledge and, therefore, knows how to remove affections of nerves and restore health. The description of the nervous system, whether they are accurate or not, seeks to impress upon the reader the credibility of the chiropractor. This card is distinct among the others in this exhibit in that there is no pharmaceutical product. Rather, it is the practitioner (and the legitimacy of chiropractic) that is advertised as a curer of disease.

The front side of the colorful "Sura-Cura" card shows a smiling woman who is being kissed on the cheek by a man. Perhaps implied is that this woman is a user of the product advertised. In the bottom right corner is the text "Removes Pain and gives Clear Complexion by Purifying the Blood." Not only does this describe the function of this product, but it also suggests a mechanism. The back side repeats the text "Sura-Cura," along with the claim that it is a "sure cure," touting the product's efficacy as a medicine for rheumatism.

The card states that Sura-Cura is a "Purifier of the Blood, that eliminates therefrom such impurities as cause malaria, headache, boils, eruptions on the skin." This describes the mechanism by which the product works. Interestingly, malaria is a disease caused by a blood parasite, and purifying the blood, though vague, would make some sense as a cure. Overall, the card claims a physiological basis of medicine's effectiveness. It combines some medical terms, such as blood, with vague terms, such as "purifier." It is something that users can read, believe that they have understanding of how it works, and repeat to others. However, it is at best superficial understanding and at worst false information.

The "Vaseline" card is a replica cutout of the actual product. The level of detail exudes quality and cost invested in the card, to imply similar ideas about the product and the company’s manufacturing process. The card states the product is a "pure and highly concentrated essence of petro." Again, the description serves to impress upon the reader that the product is of high quality. The product can be applied topically for burns, wounds, Rheumatism, skin disease, hemorrhoids, sun burn, chilblains, and more, and it can be internally to "cure" croup, cough, colds, sore throat, and more. Again, the strong word "cure" is used to describe the function of the product.

The advertisement includes "Gold Medal at Paris Exposition 1889." Not only does this imply that the product is award winning at the highest level ("Gold Medal"), but also on the world stage. Unlike the other cards, there is no practitioner nor mechanism. The quality of the card, words used to imply the quality of the product, and the award seem to imply the product is high quality and can be trusted by consumers.