Bitter Campari, 1921
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Cappiello Style Primer:
Known as the father of modern advertising, Leonetto Cappiello created a unique poster style that was widely imitated.
Cappiello came to Paris from his native Italy in 1898, and quickly became famous for his caricatures of Parisian actresses. Shortly
thereafter Cappiello began to create posters, using the simplicity and energy of Cheret and the caricature of Toulouse-Lautrec as his stylistic models.
Realizing that the boulevards of Paris were full of distractions, Cappiello
rejected the fussy detail of Art Nouveau and focused on creating one simple image, often humorous or bizarre, which would immediately capture the viewer's attention and imagination. His 1906 absinthe poster of a mischievous green devil on a dark black background marked the ascendancy of a style that would dominate Parisian poster art until Cassandre's first Art Deco poster in
The range of Cappiello's inventiveness was remarkable, as he created more than 1000 product posters. His caricature-based style strongly influenced Achille Mauzan in Italy and Jean D'Ylen in Paris. His advertising concept can be seen in artists
as diverse as Federico Seneca and Sepo in Italy to Herbert Leupin and Donald Brun in Switzerland.