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home / EXHIBITIONS / 2017 / EXHIBITION OF RARE VINTAGE POSTERS / Contratto

Contratto

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Contratto (1922)

Leonetto Cappiello

Vercasson
Lithograph
100cm x 140cm
1922
Grade: A-, Fine. Linenbacked
G1074

Artist: Leonetto Cappiello

 

Vintage original large format advertisement poster for Italian alcoholic beverage company Contratto. Artwork by master poster designer Leonetto Cappiello. Printed in Italy, 1922. Linenbacked. 

Leonetto Cappiello

Today, Cappiello (1875 Livorno, Italy - 1942 Cannes, France) is often referred to as “the father of modern advertising” for his innovative poster designs. The first to use bold figures exploding out of black backgrounds, the Italian designer developed a style almost completely opposite to the painterly technique of his predecessors such as Jules Chéret.