A testimonial is a letter, sometimes from a public figure, sometimes from a private citizen, extolling the virtue of some product, which is used in the advertising of the product.
Pope Leo XIII endorses "Vin Mariani".
a cocaine laden patent medicine
- Case 461,306. Onanism. Melancholia; contemplated suicide.
- Gentlemen — Having waited several weeks after finishing the last medicine, to see if there would be any relapse, I now send you a report of treatment. I believe I am thoroughly cured, not only of poor health, but of all desire to abuse myself. I have regained health, spirits, and confidence. Am married, something I have long desired, but never before dared to attempt. Please accept my sincere thanks, gentlemen. Your medicine has saved me from a suicide's grave.
- --- H., Denver, Col.
- --- H., Denver, Col.
This coup, unfortunately, was scored at the end of the era. Later advertisers found that no one bothered to read the testimonials anymore; the sheer bulk of their numbers made them no more convincing or appealing. A warier public wondered whether these anecdotes really proved anything, and their genuineness was often doubted. Celebrity endorsements remain with us. Occasionally the makers of a consumer product do in fact use a consumer's letter in its praise in an advertising campaign. But for the most part, the bulk presentation of testimonials is an advertising technique that has fallen by the wayside.