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The Pest Detectives: The Definitive Guide to Rentokil by Rob Gray

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The rats had no idea

Advertising at the time featured the tag-line “The Scientific Suspicion-Allayer”, playing on the fact that rats could have no inkling of the danger posed by the “deliciously scented” bait because death came nine days after consumption. A 1935–6 advertising campaign in the satirical magazine Punch carried headlines such as, “Doomed – but unsuspecting” and, “Due to natural causes – think the rats”. The advertisements promoted British Ratin’s rodent control service delivered through a burgeoning branch network using language that sometimes veered to the excessive:

“Ratin, the scientific suspicion-allayer, has met with tremendous success in destroying the foulest and filthiest menace with which man has ever had to contend.” ...

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