Cynicism is a very tricky device to use in graphics, but I
think it works, and is justified, here. . . a situation that cries
out for desperate remedies. . . Here you have a company
flogging pills for people in the unfortunate position of
having pus oozing from their urethras. How do you deal
with this cheery data? The solution: the artist uses a
nostalgic style, but not with an eye toward expressing a
soft hearted emotion while remaining hip (which is the
usual strategy). His hipness is already assured, because he is
being cynical. He designs a knockoff of the sort of patriotic
primer boys used to be given at the time of World War I.
But where the original might have had an ornate chapter
heading reading "The Battle of Verdun," this one says, "His
Cardiac Neurosis." The secret message is: "Well, what in the
name of God do you want me to show you, the urethritic
ooze?" —Tom Wolfe