In 1776 Ben Franklin set sail for France to ask for money and soldiers that could help America in their war against the Brits. When he got to France, Paris was buzzing about a man called Dr. Mesmer.
Parisians were captivated by Dr Mesmer’s mysterious, magic-like force. He could cause people to taste vinegar when they drank plain water. He could cure people of illnesses. He sold his treatments and secrets for lots of money. When Ben Franklin witnessed Dr Mesmer’s “force” for himself, he was skeptical. He offered himself to Dr Mesmer, and when Dr Mesmer worked on him, nothing happened. He began to wonder if this “force” was more about people’s minds and the power of suggestion than any ability of Dr Mesmer’s. Ben set out to prove that Dr Mesmer was a fraud. (Spoiler alert: He succeeds.)
The design, illustration and writing are impeccable. I loved how the text really captured the sensationalism of it all--in content, the way that the story is told, and the typography. Iacopo Bruno illustrates the book with the type almost as much he does with the pictures. Sometimes the type is reminiscent of old advertising posters. He uses fonts and font size for emphasis and drama. Of course, the illustrations themselves are fabulous—dynamic, colorful, filled with action and movement, not to mention the fashions! And even the endpapers are bit mesmerizing.
Mara Rockliff incorporates Ben Franklin’s Scientific Method into the story as well, introducing it at the beginning and then including little asides along the way as Ben follows the steps to prove his theory of Dr Mesmer’s fraud. As part of the main book/story she also includes an explanation of hypnosis, and the placebo effect and how medical treatments are tested in modern times. At the end is a biographical note, explaining in more detail the lives of Benjamin Franklin and Franz Anton Mesmer.
And btw, this is where the word "mesmerize" comes from!!
From the OED:
mesmerism, n.
Etymology: < the name of Friedrich Anton Mesmer, Austrian physician (1734–1815) + -ism suffix, probably after French mesmérisme (1783). Mesmer settled in Paris in 1778 after accusations of fraud by physicians in his native Austria.
A therapeutic doctrine or system, first popularized by Mesmer, according to which a trained practitioner can induce a hypnotic state in a patient by the exercise of a force (called by Mesmer animal magnetism); the process or practice of inducing such a state; the state so induced, or the force supposed to operate in inducing it.



