“Caveman”1942

T.Farthing

cavemen

This is a newspaper advertisement from the New York Times, published in 1942.  It advertises Saraka, a “bulk” laxative, by arguing that “civilized food” is too hard on the intestines.  Therefore, one must supplement their modern diet with “bulk,” as the cavemen ate, in order to relieve constipation.  It depicts a nurse with a wand in hand conjuring an image of a caveman.  It is comical to me that this company used the concept of a caveman diet to sell their laxative, for the two seem hardly related.  They also argue that “civilized food,” whatever that may encompass, is “delightful” but harmful.

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