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Advert for Sanatogen tonic 1919
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Advert for Sanatogen tonic 1919
Nerves won the War. To recuperate the exhaused shattered nerves, and so fit yourself to make a fresh start in civilian life and work. Date: 1919
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Media ID 14129985
© Illustrated London News Ltd/Mary Evans
Anxiety Bayonet Condition Cope Depression Letter Memory Nerves Nervousness Running Shell Shock Strain Stress Tonic Transition 1919 Officers
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EDITORS COMMENTS
This evocative advertisement for Sanatogen tonic, dated 1919, captures the spirit of the post-World War I era as soldiers and officers began the arduous process of transitioning back to civilian life. The tagline "Nerves won the War. To recuperate the exhausted, shattered nerves, and so fit yourself to make a fresh start in civilian life and work," speaks to the profound impact the war had on the mental and physical wellbeing of those who served. The image depicts a determined soldier, clad in uniform and carrying a bayonet, running through a field. His expression is focused and determined, yet there is a hint of nervousness and strain in his demeanor. This image is a poignant reminder of the psychological toll the war took on soldiers, as well as the importance of addressing the lingering effects of trauma and exhaustion. The use of the phrase "Nerves won the War" is a powerful metaphor, emphasizing the role of mental fortitude in the outcome of the conflict. The advertisement also alludes to the prevalence of shell shock and other nervous conditions among soldiers, conditions that were not fully understood at the time and were often stigmatized. The Sanatogen tonic was marketed as a remedy for these conditions, promising to help individuals "cope with the strain and stress of modern life" and "improve memory and mental alertness." The image of a letter on the table in the foreground adds to the sense of transition and the importance of communication and connection in the aftermath of the war. This advertisement is a fascinating glimpse into the historical context of the post-WW1 era and the ways in which society grappled with the complex and far-reaching effects of war on the human psyche.
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