Florhepatine
1910-1950
Francis Prompt created this bold advertisement for Florhepatine, a liver remedy, using a dramatic visual pun that literally takes 'cutting' to the extreme. The sword, labeled with the brand name, slices through the neck of a caricatured figure, illustrating the French slogan at the bottom: 'Coupe l'Hépatisme' (Cuts Hepatitis). While the imagery relies on outdated and offensive stereotypes common in early 20th-century 'Yellow Peril' propaganda, it remains a fascinating example of Modernist advertising design. The bright colors and dynamic composition were designed to grab attention, showing how shock tactics and wordplay were used to sell medicine in the early 20th century.