Five Schools, Built to Deepen · The Ricordi House
Pitiecor, salute e delizia dei bambini
Leopoldo Metlicovitz (1868-1944) · Advertising poster for Pitiecor, 1900
What it is
A 1900 colour lithograph advertising Pitiecor, an Italian tonic, designed by Leopoldo Metlicovitz and printed by Stab. Lit. Fratelli Tensi in Milan.
Why it matters
Metlicovitz was one of the Italian poster artists working in the orbit of the Ricordi lithographic house, and this sheet shows the trade at full stride around 1900. The slogan - salute e delizia dei bambini, health and delight of children - is the kind of promise a tonic could still print without answering to anyone, sold to Milanese passersby on the strength of a picture.
What to notice
Look for the artist's LM monogram, the mark Metlicovitz signed his work with.
A cure-all pitched to parents, back when the picture was the proof.
Provenance
- School
- The Ricordi House (Various)
- Designer
- Leopoldo Metlicovitz (1868-1944)
- Printer / house
- Stab. Lit. Fratelli Tensi, Milano
- Format
- Advertising poster
- Poster published
- Advertising poster for Pitiecor, 1900
- Source
- Bibliothèque nationale de France (Gallica) · btv1b90122175
Live trademark
Pitiecor — sold here as history, never adopted into this house’s own branding.
Rights: CLEAR. Public domain — U.S. 95-year rule (published 1930 or earlier). Gated by the poster’s own publication year. Cleared by registry on 2026-07-18.
Format
The full-resolution, color-managed file — restored honestly, yours to print and keep.
Sized to protect print quality — this scan supports sizes up to 40x60" cleanly.
Size
$29.00
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