Budapest Poster Gallery

2. Auktion | Plakate und Plakatentwürfen

59 x 42 cm. Fine.

"The Brázay rubbing alcohol is essential at every household. Avilable everywhere" - says the text. The price also appears on the poster. Kálmán Brázay was a bold and successful entrepreneur at the end of the 19th century, who had been a valet of pharmacy in 1850. He spent lot of time on study travels abroad where he learnt a lot, so he was prepared to start his own venture upon his return: he opened a spice wholesale market. His hit good was the rubbing alcohol: he added salty water to pálinka (a strong Hungarian spirit), and he scented it. The mixture was used to fight fatigue but it was also an efficient disinfectant.
Brázay considered advertising an important means from the very beginning. He was among the first vendors, who discovered the possibilities offered by the artistic posters. He was undoubtedly fascinated by the novel trend of the time, Art Noveau. Hellman Mosonyi-Pfeiffer a very talented graphic artist who died at a young age had Brázay to thank for his great successes.
This small poster of an unknown artist follows the style of Art Noveau. The decorative composition, the flat figures, the precisely drawn characters and the harmonious positioning of the text, remind us of the art of Géza Faragó or Alphonse Mucha. This poster is very reserved compared to the works of Mosonyi-Pfeiffer: the strong colours are missing and they are substituted by decent pastel shades. Surprisingly, the product on the poster is not being used by a decorative young lady, but by an elderly man, who transmits prestige with his whole being.
(Anikó Katona)