Bitter Campari by Leonetto Cappiello.
It was 1921 when the painter and illustrator now regarded as the father of twentieth-century Italian poster art, created Lo Spiritello.
This work represents the partnership between the Campari world and Art.
Author: Leonetto Cappiello (1875-1942)
Poster size: (30 x 40 cm)
Printed on 220G light ivory Vergé paper.
Publisher: Salam Éditions
In 1900 Leonetto Cappiello began his career as a professional poster designer.
It was in 1904, with the poster Chocolat Klaus, that Cappiello’s innovative contribution to the art of the affiche was inaugurated. With Chocolat Klaus Cappiello revolutionizes the canons of advertising graphics.
In fact, he creates posters featuring characters that no longer have direct relevance to the product being advertised, but create a highly recognizable brand-image.
As a function of advertising image memorability, of communicative effectiveness, the aesthetic decorative ambitions of early posters are undermined by a more direct style.
Merged backgrounds, timbral colors, chromatic synthesis, figures in the foreground, centered in space.
The main goal is to amaze and be remembered by the public: the modern Italian advertising poster is born.
From this time on, Cappiello manifests a personal, mature and autonomous style that gradually becomes more recognizable and internationally recognized.
In 1905 he published for the publisher Floury an anthology collection of 70 caricatures made in previous years.
From this time on, he will devote himself mainly to the creation of posters, creating a vision of reality that is no longer descriptive, but strongly iconic.
Characters, masks, goblins, populate his posters and stand out emblematic bright colors on dark backgrounds accompanied by balanced and modern lettering.
In the poster for Thermogène in 1909, the protagonist, a fire-breathing pierrot in a green suit against a dark brown background, was so successful that it became a fashion statement.
Publicite Moderne magazine in 1907 published his theories on the poster in full accord with the new generation of graphic designers.
Cappiello, in an interview in the 1930s, clarifies his vision of the modern advertising poster: the figure proposed by the artist is inseparable from the product itself.
The product is connoted and characterized precisely by the figure represented. This approach is easily recognizable in the posters for Campari (Bitter Campari Leonetto Cappiello), Liebig that strongly characterizes them.
€26,00
