Maurin Quina Lithograph, 1906
Although born in Livorno, Italy, Cappiello spent most of his adult
life in Paris where he became one of the most successful and
prolific posterists of all time (he created more than 1000). He is
considered by many to be the father of modern advertising. His
style focused on one irresistible image that could be absorbed
in a second and remembered for a lifetime. He wrote: "Surprise
is the foundation of advertising; it is its necessary condition."
It is hard to find a more suitable example of these words than
Cappiello's Maurin Quina. How could one create an image
more captivating for a drink with a wallop (Maurin Quina was an
absinthe) than an impish green devil?
This is inspired poster making, and helps to explain why
Cappiello is considered to be the greatest product poster artist
of all time.