can get drunk from
its use and still be "temperance" advocates. One of the favorite methods
of advertising the product was to draw the public's attention to the
fact that

CLERGYMEN ENDORSE MALT WHISKY

DISTINGUISHED DIVINES AND TEMPERANCE WORKERS WHO HAVE spent
their lives in uplifting their fallen brethren and placing
their feet upon the solid rock use and recommend ----'s pure
malt whisky. Honored and respected preachers of the gospel and
advocates of temperance, without regard to creed or prejudice,
make frank and outspoken statements of what ----'s pure malt
whisky has done for them.

Then follow the testimonials and the photographs of three aged and
inert-looking preachers.

It made an impressive advertisement, as most nostrum "ads" are, because,
unfortunately, the art of the liar is best expressed in the superlative
degree. His word-pictures are therefore more lurid, more diversified,
more romantic. But when they are investigated and the facts brought to
light the advertisement falls to pieces. For example, compare the actual
facts relative to the three "distinguished divines" with the fiction in
the following advertisement:

The Rev.---- D----, over 82 years of age, practised medicine
for many years, when he moved west. He became a minister and
did preach for ten years in the State of Wyoming. He then
retired from the pulpit and opened a marriage bureau. He
received $10.00 when he gave his testimonial "to get his
picture taken."

The Rev. ---- H---- occupied the pulpit of the Church of
Eternal Hope of B----, Pa. He retired to enter politics a
number of years ago, and is now a deputy Internal Revenue
collector. He is a spiritualist. He owned race horses and was a
patron of the turf.

The Rev. McL---- lived in G----, Mich. There are 893 people in
the township and it is not even on the railroad line. Mr.
McL---- was allowed to resign from the fellowship after being
called to trial for endorsing ----'s pure malt whisky.

If these three gentlemen were brought on the stage of any city
vaudeville theater and introduced as distinguished divines it would be
regarded as a joke--which it really is. If we relegate our
"distinguished divines" to marriage bureaus, or the race track, or to
the Internal Revenue service, or to preach to flocks in townships of
less than one thousand and not on the railro