Cappiello, Leonetto 39 x 59

This second poster for Cachou Lajaunie . . . a breath freshener to counteract the effects of her cigarette, gets our attention with a woman in a startling dress decorated with large sequins in shades reminiscent of autumn foliage' (Cappiello/Rennert, p. 196). 'The pharmacist, Leon Lajaunie, set up his pharmacy in Toulouse. After developing several invigorating elixirs, he turned to cachou, as an aromatic for perfuming the breath whose strong flavor covered smoker's breath' (Health Posters, p. 169). ÊCappiello is considered to be one of the greatest posterists of his age. Cappiello's approach was always image association - the idea that you don't really remember the image of the product itself, but the image of something is associated with the product ... Cappiello was the first who thoroughly understood this, and he applied it with considerable diligence in about a thousand posters.'(Rennert)
#1054

Art (paintings, prints, frames)
Vintage Posters