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JOB Cigarettes (1912) print high
JOB Cigarettes (1912) print high
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£12.45 GBP
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£12.45 GBP
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Leonetto Cappiello's 'JOB Cigarettes' (1912) stands as one of the most striking examples of early 20th-century advertising art. The poster features a dramatically rendered devil-like figure in vibrant blue, dancing against a stark black background while playfully juggling JOB cigarette papers. The bold composition and theatrical use of colour demonstrate Cappiello's revolutionary approach to commercial art, breaking away from the Art Nouveau style that dominated the period.
Cappiello, often called the father of modern advertising, developed his distinctive style while working in Paris. His approach focused on creating memorable, sometimes startling images that would catch the eye of passing pedestrians. This particular piece exemplifies his 'arabesque' style, where a single figure, dynamic and often fantastical, dominates the composition against a simple background. The devil character, both mischievous and elegant, creates an unforgettable association with the brand.
The technical execution reveals Cappiello's masterful understanding of lithographic printing, using minimal colours to maximum effect. The artist's background in caricature drawing influenced his ability to create characters with personality and movement, even in simplified forms. This advertisement marked a significant shift in commercial art, moving away from detailed, decorative styles towards bold, simple images that could be understood at a glance. The piece's enduring appeal lies in its perfect balance of artistry and commercial purpose, demonstrating how advertising could be elevated to an art form while maintaining its promotional effectiveness.
This design's influence extended far beyond its time, helping establish the modern concept of brand identity through visual association. Cappiello's work for JOB, a leading cigarette paper manufacturer, exemplifies how art and commerce could successfully merge to create something both commercially effective and artistically significant.
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Cappiello, often called the father of modern advertising, developed his distinctive style while working in Paris. His approach focused on creating memorable, sometimes startling images that would catch the eye of passing pedestrians. This particular piece exemplifies his 'arabesque' style, where a single figure, dynamic and often fantastical, dominates the composition against a simple background. The devil character, both mischievous and elegant, creates an unforgettable association with the brand.
The technical execution reveals Cappiello's masterful understanding of lithographic printing, using minimal colours to maximum effect. The artist's background in caricature drawing influenced his ability to create characters with personality and movement, even in simplified forms. This advertisement marked a significant shift in commercial art, moving away from detailed, decorative styles towards bold, simple images that could be understood at a glance. The piece's enduring appeal lies in its perfect balance of artistry and commercial purpose, demonstrating how advertising could be elevated to an art form while maintaining its promotional effectiveness.
This design's influence extended far beyond its time, helping establish the modern concept of brand identity through visual association. Cappiello's work for JOB, a leading cigarette paper manufacturer, exemplifies how art and commerce could successfully merge to create something both commercially effective and artistically significant.
