Florio 1911

Editor: Here we have Leonetto Cappiello's 1911 poster "Florio." It's just so joyful. The three dancing figures remind me of some kind of strange, stylish circus act. What jumps out at you? Curator: Ah, Cappiello! What a master of playful absurdity. You're right, it's pure exuberance! But consider this: It’s not just whimsy. Look at the vibrant blue backdrop – doesn’t it evoke a feeling of a vibrant summer sky? Cappiello understood the power of simplified forms and bold colours to capture the viewer's eye and… well, tickle their fancy, prompting a desire for the product. Are they weightless angels, or earthly beings in a dream, a fleeting moment in summer bliss? He brilliantly turned the act of advertisement into high art. Editor: A fleeting summer bliss... that's a lovely way to put it! The bold colour definitely draws the eye in, though. So it is the advertisement that creates this idea? I always thought advertisement steals and takes inspiration from arts Curator: Oh, it is always both, Editor, isn’t it? Borrowing, blending, transforming... just look at this, the simplification and bold style later shows up as pop art in Warhol or Lichtenstein. Cappiello created an entire mood, selling not just a drink, but a feeling. Perhaps that is exactly the role that advertisement always intended to have. Editor: That's fascinating; it reframes the whole poster. I always appreciate advertisements on a whole new level. Curator: Indeed! Next time you're at a gallery, look at these old advertisement poster as a mirror of a specific past emotion or event that keeps repeating over time. It can become almost poetic. Editor: I’ll keep an eye out, for sure! Thanks for your perspective!