PRICE REDUCTION! - Lot 5

PRICE REDUCTION! VALDA PASTILLES "Voici Le Bon Remède" (Here's the Good Medicine) Display advertising automaton in lithographed sheet metal, featuring a mahout on a white elephant -imperial- embellished with a Howdah carpet in rich polychrome. Circa 1930s 106 x 84 x 28cm (Minor oxidation and missing rear cover. In working order, but not guaranteed. Horn refurbished and usual renovations ) Exhibition Musée des Arts décoratifs Paris June 2014 In the autumn of 1900, pharmacist Henri-Edmond Canonne (1867-1961) registered the trademark "Pastilles Valda", a business acumen that made him a trailblazer. At the dawn of the 20th century, he used the most modern methods of marketing and advertising The advertising automaton, driven by a wind-up or electric clockwork mechanism, became a cutting-edge communications medium for the brand, bringing shop windows to life. A sign of modernity, it aroused astonishment and admiration. The automatons created for Valda were developed by Édouard-Émile Courtin, a watch manufacturer based at 4, rue des Filles-du-Calvaire in Paris, who filed a patent in 1911 for a "device used for advertising". In 2004, the Graphic Design and Advertising department of the Musée des Arts Décoratifs presented the "Valda Toujours" exhibition, the history of a communication strategy that became a veritable advertising heritage for the brand.