1950s Italian Medical Poster, Calmante Fort Painkiller Advertisement
Size: 19.75 x 27.5 inches
Notes: Poster, linen-backed
About The Poster: This Italian poster is an advertisement for a particularly strong pain killer. It touts itself as being particularly efficient against headaches, cold and flu symptoms, rheumatism, or periodic pains.
After the Second World War, Italy became increasingly influenced by American advertising which introduced a promotional language and aesthetic into Italian poster art. A emphasis on consumerism began to affect the European middle class, which can be seen in ads such as this where a single company or product vies for the attention of as large an audience as possible, rather than singling out the wealthier classes.