The newspaper advertisement below for life-giving mineral water comes from the fourth page of
The Markdale Standard, 23 October 1890. You can click the image below to enlarge. The ad comes from a time when sparkling water was considered an elixir of life, a source of rejuvenation and renewed health. From this time period, mineral water also became a fancy little signal of wealth.
Markdale is an old community
north of Toronto, Ontario, Canada. That is, it is old by Canadian standards. In 1890, the town was only forty-four years old, and the newspaper had been running for eleven years. The newspaper declared the attitude of local colonial residents with its motto: "Hew to the line, let the chips fall where they may."
Markdale was located in the historic municipality,
Artemesia Township, Grey County. Now called the Grey Highlands, the area is close to the town of
Orillia, which author
Stephen Leacock (1869-1944) depicted as the quintessential Canadian community, fictionalized as
Mariposa. Some consider Ontario and
Quebec to be the old heartland provinces of Canada, and this is the
heart of the heartland of Ontario. This is cottage country.
In two books of mirrored short stories, Leacock portrayed Canada and America during the
Gilded Age, to show how the two countries developed alongside each other and how they differed. The
stories about Canada focus on Mariposa in the collection,
Sunshine Sketches of a Little Town (1912). You can read it online
here.
One of the stories, "The Candidacy of Mr. Smith," describes the election campaign of the town's illiterate hotel owner, Josh Smith, who runs for the Conservatives and appeals to the royalist sympathies of Ontario Tories:
"Boys," said Mr. Smith to the two hostlers, stepping out on to the sidewalk in front of the hotel,—"hoist that there British Jack over the place and hoist her up good."
Then he stood and watched the flag fluttering in the wind.
"Billy," he said to the desk clerk, "get a couple more and put them up on the roof of the caff behind the hotel. Wire down to the city and get a quotation on a hundred of them. Take them signs 'American Drinks' out of the bar. Put up noo ones with 'British Beer at all Hours'; clear out the rye whiskey and order in Scotch and Irish, and then go up to the printing office and get me them placards."
Then another thought struck Mr. Smith.
"Say, Billy," he said, "wire to the city for fifty pictures of King George. Get 'em good, and get 'em coloured. It don't matter what they cost."
"All right, sir," said Billy.
"And Billy," called Mr. Smith, as still another thought struck him (indeed, the moment Mr. Smith went into politics you could see these thoughts strike him like waves), "get fifty pictures of his father, old King Albert."
"All right, sir."
"And say, I tell you, while you're at it, get some of the old queen, Victorina, if you can. Get 'em in mourning, with a harp and one of them lions and a three-pointed prong."
The election depicted here resembles
Canada's 1911 federal election, which turned on the economics of free trade; in 1911,
Canadian voters rejected the Liberals' free trade platform and voted Conservative. This election outcome dictated Canada's stance toward trade with the United States until 1988:
"I suppose there was no place in the whole Dominion where the trade question—the
Reciprocity question—was threshed out quite so thoroughly and in quite such a national patriotic spirit as in Mariposa. For a month, at least, people talked of nothing else. A man would stop another in the street and tell him that he had read last night that the average price of an egg in New York was decimal ought one more than the price of an egg in Mariposa, and the other man would stop the first one later in the day and tell him that the average price of a hog in Idaho was point six of a cent per pound less (or more,—he couldn't remember which for the moment) than the average price of beef in Mariposa.
People lived on figures of this sort, and the man who could remember most of them stood out as a born leader. ..."
In the election, it looks like the independent will win in an upset:
"I suppose that may have been why it was that in Mariposa the results came out at first in such a conflicting way. Perhaps that was how it was that the first reports showed that Edward Drone the Independent candidate was certain to win. You should have seen how the excitement grew upon the streets when the news was circulated. In the big rallies and meetings of the Liberals and Conservatives, everybody had pretty well forgotten all about Drone, and when the news got round at about four o'clock that the Drone vote was carrying the poll, the people were simply astounded. Not that they were not pleased. On the contrary. They were delighted. Everybody came up to Drone and shook hands and congratulated him and told him that they had known all along that what the country wanted was a straight, honest, non-partisan representation. The Conservatives said openly that they were sick of party, utterly done with it, and the Liberals said that they hated it. Already three or four of them had taken Drone aside and explained that what was needed in the town was a straight, clean, non-partisan post-office, built on a piece of ground of a strictly non-partisan character, and constructed under contracts that were not tainted and smirched with party affiliation. Two or three men were willing to show to Drone just where a piece of ground of this character could be bought. They told him too that in the matter of the postmastership itself they had nothing against Trelawney, the present postmaster, in any personal sense, and would say nothing against him except merely that he was utterly and hopelessly unfit for his job and that if Drone believed, as he had said he did, in a purified civil service, he ought to begin by purifying Trelawney.
Already Edward Drone was beginning to feel something of what it meant to hold office and there was creeping into his manner the quiet self-importance which is the first sign of conscious power."
But in the last moment, the hotelier Smith wins for the Conservatives by declaring his victory in the press before he actually wins; this swings the undecided voters for him, and everyone forgets how Liberal they were before the election:
"It was that last hour that did it. Just as soon as the big posters went up in the windows of the Mariposa Newspacket with the telegraphic despatch that Josh Smith was reported in the city to be elected, and was followed by the messages from all over the county, the voters hesitated no longer. They had waited, most of them, all through the day, not wanting to make any error in their vote, but when they saw the Smith men crowding into the polls and heard the news from the outside, they went solid in one great stampede, and by the time the poll was declared closed at five o'clock there was no shadow of doubt that the county was saved and that Josh Smith was elected for Missinaba.
I wish you could have witnessed the scene in Mariposa that evening. It would have done your heart good,—such joy, such public rejoicing as you never saw. It turned out that there wasn't really a Liberal in the whole town and that there never had been. They were all Conservatives and had been for years and years. Men who had voted, with pain and sorrow in their hearts, for the Liberal party for twenty years, came out that evening and owned up straight that they were Conservatives. They said they could stand the strain no longer and simply had to confess. Whatever the sacrifice might mean, they were prepared to make it."
Leacock's book which describes America,
Arcadian Adventures with the Idle Rich (1914), centres on an unnamed metropolis - probably Chicago - and its exclusive Plutoria Avenue and Mausoleum Club (previously mentioned in
this post). As for the inspiration for the Mausoleum Club, you can see a list of traditional gentlemen's clubs in Illinois,
here. You can read
Arcadian Adventures online
here.
Arcadian Adventures with the Idle Rich opens with a reference to mineral water as well, as a symbol of America's breath-taking, heart-stopping wealth from this period:
"The Mausoleum Club stands on the quietest corner of the best residential street in the City. It is a Grecian building of white stone. About it are great elm trees with birds – the most expensive kind of birds – singing in the branches.
The street in the softer hours of the morning has an almost reverential quiet. Great motors move drowsily along it, with solitary chauffeurs returning at 10.30 after conveying the earlier of the millionaires to their down-town offices. The sunlight flickers through the elm trees, illuminating expensive nursemaids wheeling valuable children in little perambulators. Some of the children are worth millions and millions. In Europe, no doubt, you may see in the Unter den Linden avenue or the Champs Elysées a little prince or princess go past with a clattering military guard to do honour. But that is nothing. It is not half so impressive, in the real sense, as what you may observe every morning on Plutoria Avenue beside the Mausoleum Club in the quietest part of the city. Here you may see a little toddling princess in a rabbit suit who owns fifty distilleries in her own right. There, in a lacquered perambulator, sails past a little hooded head that controls from its cradle an entire New Jersey corporation. The United States attorney-general is suing her as she sits, in a vain attempt to make her dissolve herself into constituent companies. Near by is a child of four, in a khaki suit, who represents the merger of two trunk line railways. You may meet in the flickered sunlight any number of little princes and princesses far more real than the poor survivals of Europe. Incalculable infants wave their fifty-dollar ivory rattles in an inarticulate greeting to one another. A million dollars of preferred stock laughs merrily in recognition of a majority control going past in a go-cart drawn by an imported nurse. And through it all the sunlight falls through the elm-trees, and the birds sing and the motors hum, so that the whole world as seen from the boulevard of Plutoria Avenue is the very pleasantest place imaginable.
Just below Plutoria Avenue, and parallel with it, the trees die out and the brick and stone of the City begins in earnest. Even from the Avenue you see the tops of the sky-scraping buildings in the big commercial streets, and can hear or almost hear the roar of the elevated railway, earning dividends. And beyond that again the City sinks lower, and is choked and crowded with the tangled streets and little houses of the slums.
In fact, if you were to mount to the roof of the Mausoleum Club itself on Plutoria Avenue you could almost see the slums from there. But why should you? And on the other hand, if you never went up on the roof, but only dined inside among the palm-trees, you would never know that the slums existed – which is much better.
There are broad steps leading up to the club, so broad and so agreeably covered with matting that the physical exertion of lifting oneself from one’s motor to the door of the club is reduced to the smallest compass. The richer members are not ashamed to take the steps one at a time, first one foot and then the other; and at tight money periods, when there is a black cloud hanging over the Stock Exchange, you may see each and every one of the members of the Mausoleum Club dragging himself up the steps after this fashion, his restless eyes filled with the dumb pathos of a man wondering where he can put his hand on half a million dollars.
But at gayer times, when there are gala receptions at the club, its steps are all buried under expensive carpet, soft as moss and covered over with a long pavilion of red and white awning to catch the snowflakes; and beautiful ladies are poured into the club by the motorful. Then indeed it is turned into a veritable Arcadia; and for a beautiful pastoral scene, such as would have gladdened the heart of a poet who understood the cost of things, commend me to the Mausoleum Club on just such an evening. Its broad corridors and deep recesses are filled with shepherdesses such as you never saw, dressed in beautiful shimmering gowns, and wearing feathers in their hair that droop off sideways at every angle known to trigonometry. And there are shepherds too with broad white waistcoats and little patent leather shoes and heavy faces and congested cheeks. And there is dancing and conversation among the shepherds and shepherdesses, with such brilliant flashes of wit and repartee about the rise in Wabash and the fall in Cement that the soul of Louis Quatorze would leap to hear it. And later there is supper at little tables, when the shepherds and shepherdesses consume preferred stocks and gold-interest bonds in the shape of chilled champagne and iced asparagus, and great platefuls of dividends and special quarterly bonuses are carried to and fro in silver dishes by Chinese philosophers dressed up to look like waiters.
But on ordinary days there are no ladies in the club, but only the shepherds. You may see them sitting about in little groups of two and three under the palm-trees drinking whiskey and soda; though of course the more temperate among them drink nothing but whiskey and Lithia water, and those who have important business to do in the afternoon limit themselves to whiskey and Radnor, or whiskey and Magi water. There are as many kinds of bubbling, gurgling, mineral waters in the caverns of the Mausoleum Club as ever sparkled from the rocks of Homeric Greece. And when you have once grown used to them, it is as impossible to go back to plain water as it is to live again in the forgotten house in a side street that you inhabited long before you became a member."
In his satire of America before World War I, Leacock was undoubtedly influenced by
Thorstein Veblen (1857-1929), under whom he studied graduate economics at the University of Chicago.
Veblen's critique of capitalism was summarized by his invention of the phrase, "
conspicuous consumption" in his book,
The Theory of the Leisure Class: An Economic Study of Institutions (1899); you can read it online
here. See my previous mention of Veblen in the post,
Bitcoin: Economy of the Eternal Now,
and my earlier post contrasting Canada and America in
Twelve by Twelve Hours in Two Countries.
Penguin ed. of Veblen's work (1995). Image Source: booktopia.
On 7 September 2016, one of my favourite American blogs,
The Art of Manliness, pondered the values of the American election by citing a speech by
Theodore Roosevelt. President Roosevelt spoke on 3 April 1903 in Milwaukee, Wisconsin, on the ideals of American citizenship, beyond conspicuous consumption and money-making:
"No matter how honest a man may be, if he is timid, there is but little chance of his being useful to the body politic. In addition to honesty you must have strength and courage. We live in a rough world, and good work in it can be done only by those who are not afraid to step down into the hurly burly to do their part in the dust and smoke of the arena. The man who is a good man, but who stays at home in his own parlor, is of small use. It is easy enough to be good, if you lead the cloistered life, which is absolutely free from temptation to do evil because there is no chance to do it.
In addition to honesty and decency you need courage and strength. You need not only the virtues that teach you to refrain from wrong doing, but the virtues that teach you positively and aggressively to do right. You have to have those, too. And if you have got them, still it is not enough. You are valueless without them; you are valueless as a citizen unless you are both honest and brave, but if, in addition to that, you are a natural born fool, may the Lord be with you.
We need courage and we need honesty, and finally we need the saving grace of common sense. And we shall get good results from good citizenship exactly in proportion as the average citizen is developed along the three lines that I have indicated; for that is the man who will have high ideals, and yet will be able to realize them in practical fashion."
See all my posts on the Fountain of Youth.
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