L'Etendard Français (Quai d'Orsay Bicycle Shop) 1891

Editor: This lithograph from 1891 by Jules Chéret, titled "L'Etendard Français (Quai d'Orsay Bicycle Shop)", it's striking. The female figure and the bicycle blend so well and are draped in the colors of the French flag, the French Flag. How do you see this poster fitting into its time? Curator: It's crucial to understand this image as more than just an advertisement. Consider the social currents: France was recovering from the Franco-Prussian War, seeking to reassert its national pride. How does this poster participate in that project? Editor: Well, there’s the obvious patriotism of the flag, and it makes it look modern. Is that an assertion of power and modernity at that time? Curator: Precisely! The bicycle itself was a symbol of modernity and liberation, especially for women. Chéret is capitalizing on that, isn't he? Editor: He is. I hadn't thought about it, but seeing this woman on the bicycle – it really projects independence, mixing a patriotic appeal with a modern, liberated woman, to sell bicycles! Curator: Indeed. Now, think about the representation of women in advertising. Does this empower women or simply commodify their image for capitalist gain? Is there perhaps, even a sliver of both? Editor: Hmm, there is the commodification for bicycles but now that you mention that it could show how empowered a woman is through their presence in the society in that Era. That's a tricky question. I appreciate how this reading shifts my perception. It feels much richer. Curator: Exactly. This lithograph presents complex ideas about nationalism, progress, and the evolving role of women in society at the turn of the century. This really provides an understanding that a commercial medium carries significant cultural and political weight, right? Editor: It definitely does. It really reveals layers beyond just selling bicycles, something I overlooked at first glance.