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Advertising brochure, Geheimnisvoller Mond 1 – Medomin schlafbringend in der Nacht beruhigend am Tag, 1952
Gérard Ifert
Advertising brochure, Geheimnisvoller Mond 1 – Medomin schlafbringend in der Nacht beruhigend am Tag
Gérard Ifert,

Advertising brochure, Geheimnisvoller Mond 1 – Medomin schlafbringend in der Nacht beruhigend am Tag,
1952

Gérard Ifert
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Museum für Gestaltung Zürich
Ausstellungsstrasse 60
8031 Zurich
Museum map
Museum für Gestaltung Zürich
Toni-Areal, Pfingstweidstrasse 94
8031 Zurich
  • Geheimnisvoller Mond 1 – Medomin schlafbringend in der Nacht beruhigend am Tag Gérard Ifert Advertising brochure
  • Geheimnisvoller Mond 1 – Medomin schlafbringend in der Nacht beruhigend am Tag Gérard Ifert Advertising brochure
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Listen to the text
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To this day, print advertising for prescription drugs does not target patients directly but rather the medical professionals who issue prescriptions. Certain brochures produced by the Basel pharmaceutical company Geigy enjoyed great popularity in doctors’ waiting rooms because they were beautifully designed as well as interesting in content. One such example is the moon brochure series created by Gérard Ifert in 1952, which was sent to doctors as a reminder to prescribe the sleeping pill Medomin.

Doctors are regarded as well-educated and interested in culture. René Rudin, director of the Geigy propaganda department from 1941 to 1970, shared this view. Using company advertising that was both factually informative and artistically superior, he persistently tried to boost the medical professionals’ demand for Geigy medications. This included advertising cards delivered in the mail, sample packages, and scientific publications with advertising interspersed with the articles. The tranquilizer and sleeping pill Medomin, which was launched in 1942, was an international best seller on into the 1960s, even though doctors had to be constantly reminded of it. Nothing was better for this purpose than sending staggered, personally addressed brochures that disclosed the secrets of the sleep-robbing moon in stages. The six enchanting brochures, designed by Gérard Ifert, contain philosophical, astronomical, and historical cultural views of the natural satellite that are designed to appeal to both the scientific concerns and aesthetic tastes of the typical doctor. Each one of the brochure covers shows a moon phase, accentuated by the recurring slogan “geheimnisvoller Mond” (mysterious moon) in Akzidenz-Grotesk typeface. The adjoined covers reveal a photographic sequence of the waxing and waning moon, in the hopes that the doctor would want to save the complete series. The faces of women sleeping peacefully on the back of the brochures remind the doctor that Medomin helps to counter the insomnia-inducing force of the moon. (Barbara Junod)

Werbebroschüre, Geheimnisvoller Mond 1 – Medomin schlafbringend in der Nacht beruhigend am Tag, 1952
Gestaltung: Gérard Ifert
Auftrag: J. R. Geigy AG, Basel, CH
Material/Technik: Papier, Buchdruck
21 x 10 cm
Donation: Gérard Ifert, Jörg Hamburger
Eigentum: Museum für Gestaltung Zürich / ZHdK
Literatureo

Andres Janser, Barbara Junod (Hg.), Corporate Diversity, 2009, S. 16, 32–39, 122–127, 138–141.

Interview von B. Junod und A. Janser mit Gérard Ifert am Museum für Gestaltung Zürich, 8. Dezember 2004

Image creditso

Werbebroschüre, Geheimnisvoller Mond 1 – Medomin schlafbringend in der Nacht beruhigend am Tag, 1952, Gestaltung: Gérard Ifert, Auftrag: J. R. Geigy AG, Basel, CH, Donation: Gérard Ifert, Jörg Hamburger
Abbildung: Museum für Gestaltung Zürich / ZHdK

Werbebroschüren, Titel- und Rückseiten 1 bis 3 aus einer Serie von 6, Geheimnisvoller Mond 1 bis 3 – Medomin schlafbringend in der Nacht beruhigend am Tag, 1952, Gestaltung: Gérard Ifert, Auftrag: J. R. Geigy AG, Basel, CH, Donation: Gérard Ifert, Jörg Hamburger
Abbildung: Museum für Gestaltung Zürich / ZHdK

Werbebroschüren, Titel- und Rückseiten 4 bis 6 aus einer Serie von 6, Geheimnisvoller Mond 4 bis 6 – Medomin schlafbringend in der Nacht beruhigend am Tag, 1952, Gestaltung: Gérard Ifert, Auftrag: J. R. Geigy AG, Basel, CH, Donation: Gérard Ifert, Jörg Hamburger
Abbildung: Museum für Gestaltung Zürich / ZHdK

Exhibition texto
Geigy Design - Medomin

During the boom in pharmaceuticals in the 1950s, the Basel chemical company J.R. Geigy AG (1758–1970) started investing a great deal of money in advertising its products. Since consumer advertising for prescription drugs was not allowed, most of Geigy’s ad campaigns targeted the physicians writing the prescriptions. For its tranquilizer and sleeping aid Medomin, Geigy created factual and informative advertisements at a high artistic level to keep the medication ever-present in the minds of this pampered clientele.