Tuesday, June 25, 2013

Curious Ad

Cardui-WebOnce I saw the floating question mark next to the Mountain Dew and Pepsi logos, I had to know more about this wall. It's on the back of a building on the corner of 6th Avenue South and 27th Street South.

As you can see from the photo, there is an older fading ad here. It promotes Cardui, "The Woman's Tonic," a medicine for pain and "weakness"—in other words, menstrual cramps. The question mark comes from the probing, attention-grabbing headline that headlined most of Cardui's wall ads throughout many states: "Are You a Woman?" (now hidden under the soda ads).

The product was introduced around 1880 as "Dr. McElree's Wine of Cardui" by the Chattanooga Medicine Company. Through rumored to originate in a Cherokee recipe, Cardui included 19 percent alcohol. It's no wonder so many of Cardui's newspaper ads reprinted testimonials from delighted customers! One ad, from 1912, also noted that women "are subject to a large number of troubles and irregularities, peculiar to women, which, in time, often lead to more serious trouble." Cardui, it continued, "is needed to help you over the hard places, to relieve weakness, headache, and other unnecessary pains, the signs of weak nerves and over-work." Another ad claimed that Cardi acts "gently, yet surely, on the weakened womanly organs."

The 1912 ad used "Are You a Woman?"—which means that the Birmingham wall ad probably was originally painted around that time. According to fire insurance maps, this two-story building appeared on its corner by 1911; early on, it housed the East End Drug Company--a pharmacy that likely sold Cardui to women living in the surrounding residential neighborhood. The drugstore had morphed into a grocery by 1925, and over the decades, the space hosted a restaurant, tire company, upholsterer, and hardware seller.

Other faded signs on the 6th Avenue side of the building point to an automotive connection—perhaps from when Southern Rubber Company was located here in the 1940s, or from Automotive Industrial Supply, which moved in by 1963. The soda signs date from sometime after the mid-1970s, when Mountain Dew introduced this version of its logo. Currently, the building houses offices for a mental health services organization.
 
The Chattanooga Medicine Company still exists, under the name Chattem. It has a stable of well-known brands including Gold Bond, Coritzone-10, Icy Hot, Allegra, ACT, Selsun Blue, and Unisom. Cardui, however, disappeared from store shelves around the middle of the 20th century.

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