Canny entrepreneurs exploited the Great War's opportunities and 100 years ago this week this semi-unscrupulous advertisement for a world-famous "vegetable laxative" was in Sydney's Sunday Times.
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"THE MOTHER WONDERING WHAT BEST TO SEND TO HER SON AT THE FRONT.
"The thousands of mothers who have sons at the front have their thoughts constantly with their boys, and with what can best be sent to them to make their lots easier. It may not be amiss to suggest sending a bottle of Dr Morse's Indian Root Pills. Seriously, could anything of equal size or cost be sent that will be so necessary or useful? It is a well-know fact that the men require such a remedy. The irregular life causes the system to get out of order [causing] an enormous loss from sickness. The shot and shell of the enemy are only a part of the danger the soldiers face. To be an effective soldier, good health is far and away the most important single item. The little amber bottle in which they are packed [means] they can be carried by the men on their person at all times without inconvenience. Ten thousand bottles of Dr Morse's Indian Root Pills were offered and accepted by the military authorities during the early months of the war. They were appreciated and kept the men in perfect condition. See that a bottle of Dr Morse's Indian Root Pills is included in any parcel being sent to a son at the front."
