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Died. W. K. Kellogg, 91, cereal tycoon (Corn Flakes, Rice Krispies); of a circulatory ailment; in Battle Creek, Mich. His $50 million fortune-and that of the whole breakfast-food industry-grew out of the Health Reform Institute, a water cure operated in Battle Creek by the Seventh Day Adventists. When they abandoned it in 1876, Kellogg's doctor-brother, John, turned it into the Battle Creek Sanitarium, invented flaked cereals to feed his patients. One of them, C. W. Post, took up the idea, made a success marketing Post Toasties and Grape Nuts. Thus encouraged, Kellogg...

Author: /time Magazine | Title: Milestones, Oct. 15, 1951 | 10/15/1951 | See Source »

...prostrate horse to its feet again, a new whiplash struck it. The Federal Trade Commission complained that Hadacol's leeringly prurient ballyhoo ("The Hadacol boogie makes you boogie-woogie all the time") is "false, misleading and deceptive" in representing the nostrum as "an effective treatment and cure for scores of ailments and diseases...

Author: /time Magazine | Title: HIGH FINANCE: Hadacol Hangover | 10/15/1951 | See Source »

...cure children of espanto (nightmares caused by fright), the bruja uses a kind of primitive shock treatment. The child is set in front of a container of water in which bougainvillea blossoms-or some other red flowers-are floating. When the child's attention is caught by the flowers, a relative squirts a mouthful of alcohol on the back of the child's neck, and the bruja claps a red cloth over its head. The treatment for clubfoot is simpler: the curandera rubs the afflicted foot with gourds filled with "magical" water containing wine and vinegar...

Author: /time Magazine | Title: MEXICO: Medicinal Magic | 10/1/1951 | See Source »

...reason curanderas are popular is that they charge less than doctors. Furthermore, they treat ailments that doctors cannot touch. Only brujas can cure children of the evil-eye sickness (one way is to rub the child's forehead with an herb called tronadora). Doctors can do little for the pangs of unlucky love, but any bruja worth her fee knows that a dried hummingbird pinned inside a girl's dress will usually bring back a strayed lover...

Author: /time Magazine | Title: MEXICO: Medicinal Magic | 10/1/1951 | See Source »

...heart of Mexico City is a shop that does a thriving business in the stuff brujas prescribe, including dried toads and bits of amber. And not all the clients of brujas are unlettered Indians. A U.S. woman living in Taxco went to a bruja recently to get something to cure her little granddaughter's chronic car sickness. The prescription: a copper coin plastered to the child's navel. According to the grandmother, the charm worked like a charm...

Author: /time Magazine | Title: MEXICO: Medicinal Magic | 10/1/1951 | See Source »

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