Pastilles Poncelet 1896

Jules Chéret created this advertisement poster, "Pastilles Poncelet," using lithography, a medium well-suited to the era's vibrant commercial art. Visually, we are immediately struck by the dynamic interplay of contrasting elements. The black background, punctuated by diagonal white lines suggesting rain, sets a dramatic stage for the vividly coloured figure. Her red hat and skirt, juxtaposed with the yellow coat, create a bold visual statement. Chéret masterfully uses colour to draw the eye and convey meaning. The bright hues evoke a sense of vitality and health, a direct counterpoint to the dreary, rain-soaked setting. The swirling lines of the woman’s clothing imply movement, suggesting a dynamic escape from illness through the use of the advertised lozenges. The poster's composition embraces semiotics: the umbrella and the woman's gesture of touching her throat, all function as signs pointing to the ailment that the product promises to cure. This interplay of form and symbolic content is an integral part of understanding the poster's function within a broader cultural context.