SEATTLE, Washington - You can't spend more than about 30 minutes listening to KJR-AM in Seattle without hearing commercials for Schick Shadel Hospital, in which the alleged Godfather of Northwest Rock & Roll, Pat O'Day, tells you that the Hospital can cure you of alcohol dependence in 10 days.
In some of the commercials, O'Day says that the treatment is "as simple as a paper clip" so I checked the website. Holy crap, it sounds like the Ludovico Treatment, which I thought was more or less fiction. It's real, but based on Google searches it does not seem all that popular today, and Schick Shadel may be one of the few places that's really gung-ho about it.
Its real name is Aversion Therapy, and Schick Shadel uses it for both alcohol and drug issues. From their website:
* Emetine is used for alcohol counter conditioning unless not viable due to individual patient medical limitations.
* Faradic counter conditioning is used for prescriptive drug, marijuana, cocaine and nicotine aversions, and for alcohol aversion if an individual patient's medical limitations preclude the use of emetine.
"Emetine" therapy is chemical inducement of nausea, and "Faradic" therapy is a kind way of saying "electric shock" therapy. In fact, the heyday of Aversion Therapy seems to have been the 1960s, when electric shock conditioning was in vogue as a way to "cure" homosexuality. Of course, in 1973 the American Psychiatric Association declared that homosexuality was not a "mental illness" - sorry about all the electric shocks, fellas!
Yep, Pat, as simple as a paper clip.