Theodore Roosevelt, as an old washer-woman, scrubs a young boy labeled “Flim-Flam Finance” with soapy water from a pot labeled “Honesty Soap.” Three faces are visible in the puddles forming on the ground: Edward Henry Harriman, John D. Rockefeller, and possibly Henry Huttleston Rogers, a key Standard Oil figure. Caption: (Regards to Pears’ Soap).
Comments and Context
Cartoonist Udo J. Keppler borrowed from a popular Pear’s Soap advertisement, as cartoonists frequently did of the popular soap’s clever campaigns through the years — and portrayed the exact situation of the federal government and the major trusts and corporations, at least as President Roosevelt saw it. Muckraking journalists and much of the public saw things this way, too.
Roosevelt’s “trust busting” was actually milder than prescriptions of some writers and radical politicians. Basically, when there wrongs in high finance and big business — and there were many, as exposed almost weekly in these days by crusading newspapers, magazines, and books — Roosevelt advocated a general policy of having the government as a monitor, a referee, and except in rare cases a regulator. Obvious examples of blatant restraint of trade, in his view, would require devolutions. What today is called “transparency,” then “publicity,” was his prescription for saving American capitalism.