This post is part of our Ads Gone Bad series. Share your thoughts and memories of this ad in the comments, and be sure to check out our other posts on marketing gone wrong.
At the start of the 20th century, two companies that would go on to dominate American industry were locked in a battle over which type of electrical current the country would embrace. The direct current (DC) champion in this War of the Currents was Thomas Edison and his company, General Electric (NYSE: GE), while Westinghouse, now part of CBS Corp. (NYSE: CBS), pushed AC, alternating current, made commercially viable by Nikola Tesla.
To make his case that DC was safer than AC current, Edison conducted a number of public exhibitions in which he
"Westinghoused" -- his term for electrocuted -- cats, dogs, and cows using AC. He also had constructed the first electric chair for New York, which was used in 1890 to attempt the execution of William Kemmler. Unfortunately, those in charge underestimated the current needed, resulting in what was described as a horrifying display of cruelty, leaving Kemmler alive but badly hurt.
Undisuaded, Edison continued his campaign of Westinghousing all sorts of mammals. Meanwhile, Coney Island's Luna Park was puzzling over what to do with its elephant Topsy, who had killed three of her handlers in three years (one of whom had been trying to feed her a lit cigarette). When the ASPCA stepped in to protest plans to hang the animal, the owners struck on the idea of electrocuting Topsy. Edison made sure cameras were on hand to capture the tragic event on January 4, 1903 as 6,600 volts of AC dropped her in her tracks He released the film under the title Electrocuting an Elephant.
Times and sensibilities have changed since then, and many will look upon this as an act of wanton cruelty. Edison would soon lose his war, as the many advantages of AC current became obvious. I hope that Topsy's death in some small way helped to thwart the ambitions of the heartless Edison.
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Reader Comments (Page 1 of 2)
9-05-2008 @ 4:53PM
JAN said...
THIS WAS THE MOST DISTURBING THING I HAVE EVER SEEN. THIS IS WHAT THOMAS EDISON DID FOR WHAT REASON. THANK GOD TODAY'S PEOPLE GIVE A DAM ABOUT ANIMALS AND THIS WILL NEVER HAPPEN AGAIN.,
9-05-2008 @ 5:27PM
Brandy said...
My view of Thomas Edison will never be the same. This is sick! Were people really that ignorant in the past? Absolutely evil
9-05-2008 @ 7:06PM
Doug said...
Read it again folks. All Edison did was film the event. And he wasn't there himself - he sent film crews from his NJ studio.
The elephant's owners decided to electrocute the elephant after it killed three handlers.
You don't think ABC, CBS, NBC and FOX news would have filmed it also?
9-05-2008 @ 8:26PM
jane said...
I am not suprized. In those days the people killed elephants just for their ivory.
Elephants are still poached in third world areas. This was a demo that backfired on Edison. Here in the US the KKK did far worse to fellow humans; and that is a whole nother topic.
9-05-2008 @ 11:23PM
Julie said...
What a revolting display of cruelty. On top of the fact that this animal probably spent all of its life in chains, to kill it in this manner is monstrous. Everyone responsible for this should have been put to death the same way.
9-06-2008 @ 9:12PM
freethinker said...
these animal rights activist are the ones that are truely the sick ones in that they are more concerned about animals rights than those of humans Society has gone from being normal and conservative to subnormal and ultra liberal
9-06-2008 @ 9:20PM
RETIRED TEACHER said...
DOUG I THINK THAT 98% OF THE PEOPOLE THAT READ THE BLOGS ON HERE NEED REMEDIAL READING AND COMPREHENSION CLASSES AS THEY DONT SEEM TO UNDERSTAND WHAT THEY READ BEFORE THEY REPLY TO THE STORY AS YOU SO CLEARLY MENTIONED IN YOUR REPLY
9-06-2008 @ 9:25PM
FED UP WITH LIBERALS said...
FREETHINKER YOU ARE CORRECT JUST LOOK AT ALL THE LAWS PROTECTING ANIMAL RIGHTS AND ABORTIONS AMERICA IS BEEN TAKEN OVER BY ULTRA LEFT LIBERALS AND IS NOW IN THE TOILET FOR ETERNITY DUE TO THE STUPID VOTERS WO ELECTED THEM TO OFFICE
9-07-2008 @ 1:05AM
John Konieczny said...
How incredibly cruel. How totally uneccsary.
How cruel can someone be.
John Konieczny jmk1950@aol
9-08-2008 @ 8:57AM
phoenixguy said...
freethinker, too bad Edison didn't use you as an example instead of the elephant.
9-08-2008 @ 12:44PM
Rob G said...
That just ain't right- funny tho'
9-27-2008 @ 6:08PM
Jan said...
In response to a few of you, When was society EVER normal?
What are PEOPOLE?
What exactly is an ultra left liberal?
I don't think Topsy deserved to be electrocuted, did she/he deserved to be hanged? She/he was just being an animal albeit a very large animal, so I don't believe this creature killed its handlers out of evil thoughts or acts.
10-22-2008 @ 2:23PM
Nicole said...
This was crazy, this animal was killed for no reason. or no good reason, This animal probably spent most of it's life in chains and being a slave to work...I surly hope everyone involvedin this monsterous act got what they deserved!
Thanks god we have organizations today that wpuld prevent this kinda thing!
10-22-2008 @ 4:49PM
Lilith said...
That Edison must have been a right bastard. Who could have the heart to be so evil to an elephant after looking into those intelligent eyes?!?
Elephants are good and serious creatures of great heart.
10-22-2008 @ 5:35PM
PeBo said...
to those complaining about defending animal rights and not human rights, think of it this way.
when humans are electrocuted this way, they have usually done something, such as kill another human,to get this treatment.
these cats, dogs, etc. were innocent animals that were used by Edison for experiments. (my opinion of Edison has changed after reading this)
Humans have a choice, animals dont- they need some protection...by humans!
As for Topsy, who killed her three handlers, wouldnt you be pissed if someone tried to feed you a lit cigarette?The poor thing didnt deserve this method!
10-25-2008 @ 9:28AM
T. B. said...
While I do not in any way condone the behavior of Edison, I did note that they were going to hang the poor elephant. (Does that sound recently familiar to anyone?) That, in my opinion, is tons worse than electrocution. Back, even as few as 20 years ago, I remember my church preaching that animals have no souls. I believe that was why they were so mistreated, by so-called "men of science."
10-25-2008 @ 11:44AM
tom said...
you animal right pepole suck.
10-25-2008 @ 12:13PM
Lynda said...
Anyone who hurts an animal or a child ruthlessly is a coward....They dont have the guts to stand up to someone who is their equal or superior....Its very easy to take advantage of the weak or dependant when you have no soul...
10-26-2008 @ 9:12AM
Joe said...
Did anyone else read the same ad? KILLED 3 PEOPLE? at least the electrocution was quick and painless not like being trampled for 3 minutes by an elephant. Once again 3 People
10-26-2008 @ 10:16AM
todthompson said...
The elephant kept killing people. They had to put it down. But what's up with the electrocuting and hanging? That seems a little elaborate. I wonder why they didn't just shoot it? Isn't that what elephant guns are for? lol.