Leonetto Cappiello (1875 -1942) (Italy) made advertising posters modern and collectible. Cappiello, who was self-taught, began as a caricaturist and escalated to the early 20th century's most acclaimed European artist. Cleverly linking products with vivid, memorable images, he produced 1,000 imaginative posters for beverages, ballet, literature, plays, travel and music halls in four decades. Leading the Art Deco movement, Cappiello's techniques are still vital to modern advertising. The image features a devilish figure sneakily de-corking the bottle; Cappiello used "infernal imagery" in several of his posters for alcohol. The green devil in particular evokes la fée verte (the green fairy), the nickname for absinthe, a drink popular during the Belle Époque. The product was banned by the French government shortly after it was released.
Leonetto Cappiello (1875 -1942) (Italy) made advertising posters modern and collectible. Cappiello, who was self-taught, began as a caricaturist and escalated to the early 20th century's most acclaimed European artist. Cleve...
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