Dr. Coué could lay claim to be the father of modern positive self-talk, which he called autosuggestion, recommending that people constantly repeat the following saying to themselves: "Tous les jours à tous points de vue je vais de mieux en mieux" ("Every day, in every way, I'm getting better and better"). In addition to psychological improvement, advocates of Couéism claimed that repetition of the mantra could effect physical healing. Dr. Coué claimed that he didn't heal people, but that people healed themselves. His campaigns didn't always produce the desired results, as reported in the Edmonton Bulletin, April 11, 1922 (bold, capitals in original):
Patients Were Made Hysterical Throguh Treatment Being Given by Nerve Specialist at Hospital(I can't help but notice that the behaviour of the soldiers resulting from Dr. Coué's "treatment" was virtually identical to the behaviour of those who receive the allegedly healing touch of charismaniac frauds such as Rodney Howard-Browne, Benny Hinn, and the "holy laughter" crowd, which those "healers" blasphemously ascribe to the Holy Spirit).
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TORONTO, April 10--What was intended as a triumphant finale to Dr. Coue's sensational auto-suggestion campaign in England resulted in a near tragedy in a neurological hospital for soldiers at Tooting just outside London, England, according to a special cable to the Mail and Empire today. The cable continues:
"Lady Beatty, who is responsible in a great measure for Coue's presence in England, introduced the famous expert to patients but was forced to flee from the lecture room when shell-shocked soldiers were plunged into hysteria. Writhing and shrieking, the soldiers flung themselves on the floor, the doctors and nurses being unable to pacify them.
"The tragic outcome followed Coue's treatment of one patient who declared himself cured of severe headaches. John Withers, a soldier suffering from bodily tremors, was the next patient. Suddenly while Coue was passing his hands over the soldier's body, Withers suddenly gave piercing shrieks, writhed and twisted himself like a contortionist and threw himself on the floor. The effect on the rest of the patients was instantaneous. Man after man groaned and shrieked, gripped with uncontrollable hysteria. A witness said: "The scene was indescribably hellish."
"Lady Beatty, standing near Withers, attempted to calm him, but her efforts were to no avail. Pandemonium became so great that she was forced to make a hasty retreat.
"Coue has left for France. The hospital authorities said Sunday night that all the patients had recovered from the temporary hysteria."
Dr. Coué's visit to New York proved to be very popular. Those who lived too far away to see Dr. Coué were unable to avoid him, since his name and theories seemed to be everywhere in North America. The Edmonton Journal, for instance, published an exclusive series of articles by Dr. Coué. On February 18, 1923, the short film The Message of Emile Coué opened in theatres in the United States. According to The Film Daily, February 25, 1923:
A demonstration by Emile Coue, by means of titles and illustrations of his points, of the theory of auto-suggestion. Coue is shown lecturing before a group of people, and you get the impression that you yourself are listening. The well-known phrase "Day by Day" is stressed a great many times in the closing sequence and finally the audience is made to say it with M. Coue.
M. COUE ON MONDAY AT THE EMPRESS
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His Famous Theories to Be Explained by Pantomimic Gestures
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Every day and every way--of course you know the rest. It's the slogan which has covered the continent of America at least. Now it has reached even to the screen, and Emile Coue himself will shortly be seen at the Empress theatre in a sereis of two reel films, on which he will explain his theories by pantomimic gesture...There are no doubt millions of persons who would never otherwise have the benefit of seeing and hearing the famous man who has received more publicity than many a famous screen star.
After Dr. Coue has explained his theories, the actual practice of the theories will be shown by actors in little scenes following each separate explanation by M. Coue himself.
The picture starts with the caption, "I am not a miracle man." Then Mr. Coue is photographed saying the words. This is the method employed through the picture. Extracts from his book on auto-suggestion are also given in written form on the screen, and then M. Coue is shown speaking and gesturing accordingly. He seems, it is said, to have a real gift of pantomime.
Manager Bert Blackmore, of the Empress theatre, knowing the intense interest taken in the Coue method and knowing that, after all, few persons know very little about it, is progressive enough to obtain these films for his theatre, so all will have an opportunity of getting M. Coue and his theories practically at first hand.
Dave Hunt offered the following comments on Émile Coué:
Of all the false messiahs of recent times, none seems less likely than Emile Coué. Yet few people have played a more important part in the preparation of the world for the Antichrist than the almost comic "originator of the psychotherapeutic system called Couéism"...Couéism was the modern forerunner to self-help and other New Age groups and beliefs that are proliferating at an almost unbelievable rate across the United States in the 1980's and even infiltrating the church.
While working as an obscure pharmacist in Troyes, France, around the turn of the century, Emile Coué "observed his patients receiving from certain drugs beneficial effects that could not be ascribed to the medicines. That led him to believe that it was the power of 'imagination' that effected the cure." This discovery launched Coué into a study of hypnosis around 1901, with special interest in the apparent therapeutic effects of self-hypnosis. The modern applications of hypnosis have their roots in "Mesmerism." However, it was Coué who carried Mesmer's theory to its logical conclusion and thereby laid the foundation for the New Age...
...One of the earliest pioneers of the free clinic concept, Coué seemed to be genuine in his concern to help others. In 1910 he set up a free clinic iin Nancy, France to practice his now-perfected system...In 1920 he set up a clinic in New York...
...Preaching remarkable powers of "suggestion," the Messiah of the New Age had arrived befoe his time. In spite of the cure of so many serious ailments by the power of "suggestion" that Couéism effected throughout the Western world, Coué's "system" eventually fell into disrepute. Couéism failed because it was taken to be exaclty what its originator claimed: a "system." As Coué's followers forgot to believe what they were saying and chanted the magic words more and more mechanically, the cures became less and less, until no one believed anymore.
Had Coué only lived into the New Age, he would have seen himself fully vindicated in the adoption of hypnosis by the American Medical Association and its growing use by psychologists and psychiatrists. The old master would be pleased, too, to see in the 1980s a host of self-improvement techniques based upon the very same "power of suggestion" that he was convinced could cure anything: "positive thinking," "possibility thinking," self-hypnosis tapes by the thousands, numerous salesmanship and management success seminars used by both Christians and non-Christians, positive mental attitude (PMA) seminars, est (Erhard Seminars Training), Lifespring, Silva Mind Control, Alpha Level Training, biofeedback, guided imagery, creative visualization, Confluent Education, psychotherapies by the score, and an almost endless list of other New Age self-improvement techniques...
...Whereas Mesmer publicly declared that "he could help only people suffering from nervous disorders and no others," Coué demonstrated that the power of suggestion has no such limits. The New Age is a revival of Coué's adaptation and extension of Mesmer's limited theory: that human potential is unlimited, because the mind through suggestion can accomplish and create anything that it believes it can... (Dave Hunt, Peace, Prosperity, and the Coming Holocaust, 1983, pp. 117-120)
By the end of 1923, there were signs that the popularity of Couéism had passed its peak, and his name seldom appeared in North American newspapers after that year until his death in Nancy on July 2, 1926 at the age of 69. Although Dr. Coué's fame was relatively short-lived, and his name is largely unknown today, his influence remains, with his spiritual descendants including Napoleon Hill, Maxwell Maltz, W. Clement Stone, Norman Vincent Peale, and Robert Schuller, some of whom masqueraded as Christians, and all of whom have been influential in the New Age Movement.
