The eight steaming cups of coffee in the poster “Victoria Arduino” show off the bold new style of advertising made famous by Italian artist Leonetto Cappiello (1875 – 1942). A former caricaturist, Cappiello became the most influential artist of the early 20th century by using advertising to link products with riveting imagery and vivid colors. Cappiello’s bold, playful work enlivened ads for travel, beverages and entertainment, and still sets artistic standards today.
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.