Pastiglie Paneraj Ed Estratto Di Catrame, Livorno 1899

This advertisement for Pastiglie Paneraj, created in Livorno by Vittorio Matteo Corcos, is a chromolithograph, a color printing process where images are drawn on lithographic stones and printed using oil-based inks. The printmaking process allowed for the creation of mass-produced, eye-catching promotional images, transforming the visual culture of the late 19th and early 20th centuries. This image uses shading and detail to depict a classical angelic figure, drawing on associations with beauty and health to sell a product containing tar extract. Despite its apparent smoothness, the lithographic process involves layers of careful handwork. The image here is not just a picture but also a testament to the labour and ingenuity involved in early commercial printing, reflecting the era’s burgeoning consumer culture and the methods used to captivate potential customers. Recognizing these materials and processes is crucial to understanding the social role this image played.