Leonetto Cappiello (1875-1942)
Italian poster art designer Leonetto Cappiello is called the father of modern advertising because of his innovative poster designs. Cappiello was the first poster painter to depart from the painting quality of early advertising, instead using bold figures emerging from solid, usually dark backgrounds in a stark contrast.
After discovering that people were attracted to the concept of the quick sketch, in which Cappiello would capture their likeness in improvised caricatures, Cappiello moved to Paris to pursue a career in poster painting. Cappiello' s posters were never offensive and this led to fast acceptance. His simple drawings and flat colors were brought to life with dynamic zest and impact that earlier poster artists never obtained. Cappiello essentially developed a new poster language firmly rooted in the caricature style, as can be seen in Parapluie Revel. Cappiello' s posters, such as Le Nil, were shocking and pleasing simultaneously, keeping his career active for forty years.
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