The technique of print


Could be Lithography


In the 1940s (After World War Two), lithographic printere that controlled the poster printing business had an effective regional monopoly on plant and craft skills.






How does it work?


Lithography, 1940’s – Film 6471


Eno’s Fruit Salt

“Invented in the 1850s by James Crossley Eno of Newcastle, the Fruit Salt sold like hotcakes to sailors looking for something to keep them healthy on long journeys. It contains sodium bicarbonate, citric acid and sodium carbonate, but in 1906 the Pharmaceutische Centralhalle für Deutschland analysed it as 50% sodium bicarbonate, 15% sodium bitartrate and 35% free tartaric acid…. ENO’S “FRUIT SALT” is peculiarly adapted for any constitutional weakness of the liver; it possesses the power of reparation when digestion has been disturbed or lost, and places the invalid on the right track to health.”

“Eno’s Fruit Saline, as a drink, both refreshes and invigorates. It gives immediate relief in such monitory symptoms as heartburn, sourness of stomach, or light headaches, but its sa­lutary power goes much deeper.”


zz-eno-fruit-salt-vintage-medicinal-bottle-with-original-label-canadian-c.1940s-sold-[3]-441-p             zz-eno-fruit-salt-vintage-medicinal-bottle-with-original-label-canadian-c.1940s-sold-[4]-441-p            zz-eno-fruit-salt-vintage-medicinal-bottle-with-original-label-canadian-c.1940s-sold-441-p

 c.1940s bottle of Eno’s Fruit Salt.   [Measures approximately 12.8 x 6.4 x 3.2cm (5.05 x 2.5 x 1.25in)]



Why combined the spoon with smiley face?


The type of spoon

It might be an “Apostle Spoon”. From the colour and shapes, it is quite similar with Apostle spoon. Apostle spoon is a type of spoon that is with an image of an apostle as the termination of the handle, and it was especially popular in England. It is usually made of silver.







Smiley face

The slogan is in the readable position and the man direct the eye straight to it.  The face looks very happy and enjoy the drink, which match “cheerful livers”. “Human appeal. However, is another strong force which strikes at the sentiment and nostalgia inherent in some degree in us all.”










It is out of ordinary and funy

It is very unusual. Most of drink advertising simply showed the product on the poster in 1940s. Every element on poster seems to be ordinary. But in this case, the designer combined the spoon with the face, which is very funny and unusual. “One of the most powerful forces which be used in the poster is the unusual…. We seldom take the trouble to look at them. Only when something is out of the ordinary do we take the trouble to look a second time”






Humour & Background

“Humour has many aspects from the downright comic to the delightful whimsy: thus its use for conveying a message is invaluable…Humous has the power to appeal to all walks of life, rich and poor and young and old like.”

”During some of the most trying times of the last war, when men were constantly under great strain it was the ability to appreciate amusing things which helped them to carried on”