Calmante Fort

Calmante Fort

Price range: £75 through £175

Compact circa-1950 Italian pharmaceutical advertisement with a vivid before-and-after headache motif.

Shipping: £10 UK, £20 International
Dispatched in 2 days
Returns within 7 days

Shipping: £10 UK, £20 Int’l. Dispatched in 2 days. Returns within 7 days.

SKU: p3546 Category: Tags: , , , , ,

Description

An Italian pharmaceutical advertisement for Calmante Fort, presented as an antineuralgic remedy for headaches, toothache, colds, influenza, menstrual pain and rheumatism. The design uses a clear before-and-after device: a blonde woman presses her brow in discomfort above the medicine carton, while a smiling portrait below represents relief after treatment.

The open box and tablet are shown prominently against a blue-green field, with bold red and white lettering giving the product immediate recognition. Printed in Milan by Arti Grafiche S.A. Fratelli Sella, the compact lithograph is a strong example of circa-1950 Italian pharmaceutical advertising.

Available as a linen-backed poster or small unbacked poster.

Details

Dimensions 19.75 × 13.5 in
Subject Fashion
Period 1950s
Years circa 1950
Country Italy

Condition:

  • Linen-backed version:
  • Grade: C Poor
  • Paper: Water staining along the right edge, buckling and surface creasing
  • Colour: Good overall colour
  • Restoration: Visible restoration to damaged areas
  • Linen backing: Yes
  • Unbacked small version:
  • Grade: B- Fair
  • Paper: Creasing, minor edge tear and foxing to the margins
  • Colour: Strong colour
  • Restoration: None visible
  • Linen backing: No

Comment:

  • Compact Italian pharmaceutical poster with a clear before-and-after visual narrative.
  • Strong mid-century illustration featuring the original medicine packaging.
  • Uncommon small-format version of the documented Calmante Fort design.