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206:. He knew that Cappiello had the potential to be exactly what he was looking for. The relationship commenced with the arrangement that Vercasson would find the clients and brief Cappiello on the product. It was then up to Cappiello to produce a sketch for the client for which he would receive the fee of 500 francs, a good amount at the time. Once the design had been approved by the client a full size design would be produced for the poster at a size of 1x1.4m, an old French paper standard known as the Double Grand Aigle. Cappiello would also be responsible for ensuring the successful transfer of the design onto
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259:. Unlike Vercasson, Devambez did not have its own print house, and had the posters printed at a number of large printers. The agency concentrated on finding new clients from across Europe, and successfully spread Cappiello’s celebrated works across the continent. He remained with the agency until 1936.
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Pierre
Vercasson. In this period, the printers would act as an agent for artists and commission work to them. Vercasson had a print house, and his goal was to bring vibrancy and colour to the streets of Paris, he wanted the posters that he produced to stand out from the rest and attract lucrative new
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After the First World War
Cappiello returned to producing posters. His first meeting with Devambez in 1918 marked the start of a long discussion: three years later he signed an exclusive contract with the Paris publisher for whom he designed now famous icons: such as
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and Hugo D'Alesi. Cappiello, like other young artists, worked in a way that was almost the opposite of his predecessors. He was the first poster artist to use bold figures popping out of black backgrounds, a startling contrast to the posters early norm.
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advertisers to his agency. Of course living in Paris, he was aware of the current art scene, and had seen many examples of
Cappiello’s work, including a small number of posters already produced and in particular those for
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59:. He is now often called 'the father of modern advertising' because of his innovation in poster design. The early advertising poster was characterized by a painterly quality as evidenced by early poster artists
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pictures into images more relevant to the faster pace of the 20th century. During this period, Cappiello continued as a caricaturist. During World War I, Cappiello worked as an interpreter in Italy.
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Over the course of his career
Cappiello produced more than 530 advertising posters. Today, his original posters are still collected, sold at auction and by dealers around the world.
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in France. Cappiello had no formal training in art. The first exhibition of his work was in 1892, when a painting was displayed at the municipal museum in
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170:'70 drawings by Cappiello' by H. Floury, included black and white lithographic prints, as well as a handful of colour images produce by the process of
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Between 1901 and 1914, he created several hundred posters in a style that revolutionised the art of poster design. Cappiello redesigned the
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Cappiello made his name during the poster boom period in the early 20th century, with designs markedly different from premier poster artist
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He was married to
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Cappiello’s career as a poster artist began in earnest in 1900 when he began a contract with the
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Cappiello began to move away from caricature work favouring posters. In 1905 a final publication
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88:. Some of his paintings are on display in the Museo Civico Giovanni Fattori in Livorno.
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in
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653:"Cappiello (Leonetto)." Museum of Advertising (Musee de la Publicite).
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181:. His first poster, for the newspaper Frou-Frou, was made in 1899.
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In 1902, a 24-page book of his caricatures was published entitled
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Italian poster art designer and painter (1875–1942)
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143:'people of high society' for the magazine
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92:Caricatures
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696:The Critic
624:References
437:Maraliment
396:rheumatism
394:(ad for a
355:rheumatism
349:(ad for a
347:Thermogène
110:Le Sourire
50:poster art
541:ad, 1922)
535:Contratto
522:ad, 1922)
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419:Aigua de
404:arthritis
379:ad, 1910)
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315:ad, 1906)
193:Vercasson
72:Biography
18:Cappiello
702::545-556
656:Archived
612:See also
520:espresso
377:vermouth
230:Devambez
86:Florence
53:designer
587:, 1926)
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503:, 1921)
482:campari
443:, 1920)
392:Uricure
374:Italian
241:Campari
199:printer
172:pochoir
134:Le Rire
102:Le Rire
78:Livorno
43:Italian
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618:Poster
585:Warsaw
539:liquor
459:Baroni
332:cognac
310:French
263:Legacy
122:Femina
82:Cannes
47:French
564:Paris
560:Revel
501:Paris
463:pasta
457:Pates
351:cough
130:Paris
57:Paris
724:ISBN
604:Coty
402:and
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313:wine
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