About

Cappiello, Leonetto

Although born in Livorno, Italy, Cappiello spent most of his adult life in Paris where he became one of the most prolific posterists of all time (he created more than 1000). His style is intimately bound up with the rise of modern advertising. Always bold, his style focused on one irresistible image that could be absorbed in a second and remembered for a lifetime. He wrote: "Surprise is the foundation of advertising; it is its necessary condition."

Cappiello did several posters for Italian clients, but relatively few were printed in Italy. The four he created for Mele at Ricordi are extremely rare and among the most beautiful images in his oeuvre. The "Novita per Signora" ("new fashions for women") is alive with excitement as a young lady admires herself in a mirror wearing the latest design by Mele. This was Cappiello's first poster for the pioneering retailer, and shows the influence of Cheret on the young poster maker. It is delightful poster making, and would have served Cappiello well in any rivalry he might have felt with the stable of Italian masters at Ricordi in Milan.

His ability was to serve Cappiello well as a poster maker, as he went on to produce more than 1000 delightful images. He is known as a father of modern advertising for his captivating images which could be understood in a second, and remembered for a lifetime. The key to his work was creating a metaphor for a product that was so memorable that it could be absorbed on a busy boulevard instantly. As a product poster artist he has never been surpassed.

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