Cough lozenges in 20th-century advertising

Pastiglie Paneraj

Vittorio Matteo Corcos, “Paneraj Livorno lozenges”, 1899, Salce Collection, National Museum, Treviso

Fall is here, and so are the first few colds, sore throats, and cough – perhaps the most annoying companion of the season. If you are ready to stock up on lozenges and syrups, enjoy some vintage inspiration from our gallery of advertisement posters from the first half of the 1900s, all about cough remedies.

“Vittorio Corcos’s poster for Pastiglie Paneraj, made in Livorno’s Paneraj pharmacy (1890) features a woman as an allegory of pharmacy itself: her face is inscribed in a radiant sun, and her hands hold up a tray where medicines are on display.”

“These first attempts led the way for other artistic poster authors of in 1900s: using color and shape for synthetic representation; almost eliminating any copy, except for the product’s name perhaps; replacing the distressing image of diseases with the reassuring one of the treatment’s result” (translated from F.P. de Ceglia and L. Dibattista, “Il bello della scienza”, Franco Angeli, Milan 2013).

October 19, 2017