Pam’s Pictorama Post: For those of you who have actually entered the doors of Deitch Studio, aka the home of Pictorama, you know that things are squirreled away in everything from flat files, cabinets and bookcases, portfolios which bulge and let’s not get started about under the bed storage! (We went searching for something last week which required taking the mattress of the bed.)

Kim was in the flat files (on the same day) when this surfaced. I have no real memory of where I purchased it although I vaguely think it might have been in France or England. Since this is an American company, I may be wrong although I don’t find many items matted this way for sale in the venues I frequent here. I keep a weather eye for early advertising and some other Victorian advertising posts can be read here and here.

It is a sort of great but mystifying image. A small, pert cat (it’s a cat, right?), whose bowler hat has presumably been knocked aside by this enormous, angry windbag of a toothless kitty, waves an overdue Rats Bill at him. He says, Come settle up Mr. Howler. His yellow receipt book is on the ground next to him and his shadow leads us down the page. Mr. Howler looks like a giant wrestler, looming over the tiny bill collector. His gaping maw is open to display a mere two teeth! He’s a bit cross-eyed and his ears are flat. His mouth is all red tongue and his fur is a bit frowzy. Above him it simply says, What!

Somehow this is all an advertisement for a patented medicine, Dr. Thomas’ Eclectric Oil. Perhaps the buyer whose eye was caught by this image was one who should have been beware! Our friends over on the internet give an overview of the rather shady history of the product. A sort of cure-all, it was sold all over Canada and the United States, which originated in the 1850’s and managed to stick around until the mid-20th century. (Is that really possible? 1940’s?) Although created initially by a doctor it, despite many promises, evidently had no healing ability.

In fact, it sounds a bit dangerous. Almost half was turpentine and the remaining half was made up of mostly camphor and pine tar or oil of thyme. Evidently the earliest version of the formula did contain some narcotics (opium!) but also hemlock and chloroform. Among the ailments it was marketed to resolve were: coughs, colds, lameness, rheumatism, tooth and earaches, cuts, burns, frostbite and even deafness after only two days of use!

While I could not find a through line of consistency in their advertising the methodology seemed to be just to get your attention as it does here. The mash-up made-up word Eclectric refers both to electric (a buzz word of the 19th century) and eclectic while saving themselves from any technical misrepresentations. (It is a bit unclear to me if it was originally Electric and was changed at a later date or not. I think yes.) Cats seem to be something of a theme but not a particular cat again and again.

This item, now surfaced here, seems to rate hanging up somewhere. I think maybe my office where for some reason I haven’t hung anything up. For now however, enjoy this advertising tidbit. Kim and I are off soon to the June edition of the Metropolitan Postcard show and you know that means lots more postcards to come.