Eau De Botot 1896

Jules Chéret made this poster for Eau de Botot, a mouthwash, in France, likely in the late 19th century, using lithography. The poster's design tells us a lot about the burgeoning consumer culture of the Belle Époque. Chéret was a master of the advertising poster, and his work helped to transform the streets of Paris into an open-air art gallery. The image creates meaning through visual codes and cultural references, particularly in its depiction of the "Chérette," the idealized modern woman. Her association with approved medicine by L'Academie de Medicine gives this poster its self-consciously progressive angle. By studying archival materials like newspapers, trade publications, and the records of advertising agencies, we can better understand the cultural context of this image, and reflect on the contingent nature of art within social and institutional spheres.