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Leonetto Cappiello (1875-1942)
Original lithographic poster printed in colors, printed by Devambez, Paris, France 1929. Condition: Fine (B+) , backed on linen.
Sheet size: 62.25 H. X 47.25 W.
Although born in Livorno, Italy, Cappiello spent most of his adult life in Paris where he became one of the most successful and prolific posterists of all time (he created more than 1000 posters). His style is intimately bound up with the rise of modern advertising. Always bold, he 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.
It is hard to find a more suitable example of these words than Cappiello's Nitrolian. This ingenious poster advertises a quick drying paint. The product dries so fast that the stairs can be painted moments before a lady walks down them. Cappiello has taken a very prosaic product and made it a very stylish and totally memorable Classic. He finishes off the poster with a wonderful touch. The paint can itself contains a "poster within a poster': we see a miniature woman stepping down the newly painted steps.
Reference: Rennert 470
Inventory #11545

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