A glass of cognac turns into waves of liquid sunshine in Leonetto Cappiello’s “Cognac Monnet.” The Italian Cappiello (1875 – 1942) was a self-taught artist who cleverly melded products with fun, flamboyant images to effectively modernize advertising. Formerly a caricaturist, Cappiello created almost 1,000 revolutionary posters in 40 years. A leader of the Art Deco movement, Cappiello is known as the father of the modern poster. His groundbreaking techniques are still a foundation of today’s advertising.
Called the father of the modern poster, Italian artist Leonetto Cappiello (1875 – 1942) made advertising posters modern and collectible. Cappiello, who was self-taught, began as a caricaturist and escalated to the early 20th century’s most acclaimed European artist. Cleverly linking products with vivid, memorable images, he produced 1,000 imaginative posters for beverages, ballet, literature, plays, travel and music halls in four decades. Leading the Art Deco movement, Cappiello’s techniques are still vital to modern advertising.