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Leonetto Cappiello
1875 1942
Leonetto Cappiello Framed Art Print "Isolabella, 1910"
He is the father of modern advertising.
His posters were the first to anticipate a more modern approach to poster design.
He developed a perspicacious vision in the enormous power of effective communication, and is the author of some posters with characteristics of the modern poster, where the use of the arabesque is observed to attract, retain and subsist in the memory of the observer.
Heavily influenced by Cheret and Toulouse-Lautrec, Cappiello rejected the fussy detail of Art Nouveau.
Instead he focused on creating a simple image, often humorous or bizarre, that would immediately capture the attention and imagination of the street-goer.
The structural scheme of his posters was extremely simple:
- A figure treated pictorially with bright colors.
- On an intensely dark and smooth insulating background.
- In his posters the subject has nothing to do with the object (later he will begin to link them).
- The protagonists of his posters were mainly goblins, clowns and dancing and happy women, with a liberal aspect.
Subsequently, he converted the style of the French commercial poster "founded" by Chéret into a more modern model, which despite using a character (generally happy and in a festive attitude, like Cheret) began to link this character with the product, and including replacing the character with a part of it (such as an arm, a hat, etc.) or also the use of elements that were related to the product (such as the raw material with which it was made, or the smoke or foam that it could produce). Unlike "The Girls of Cheret" who were totally unrelated to the object they promoted.