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.