Advertentie voor de Kunst-Anstalt für Moderne Plakate 1895 - 1900

This lithographic advertisement for Wilhelm Hoffmann’s poster studio in Dresden offers a glimpse into the cultural aesthetics of the late 19th century. Created by an anonymous artist, the image depicts a man and a woman examining a poster. The power dynamics inherent in the male gaze and the woman as a viewer can be explored through the lens of gender and class. While both figures appear to be consumers of art, the man, possibly representing Hoffmann himself, stands authoritatively behind the seated woman, his gaze directed towards her and the art she holds. The poster within the poster features an idealized female figure, emblematic of the Art Nouveau style, which often drew inspiration from the female form. The woman’s posture, attire and focused attention to the artwork in her hands perhaps offers a subtle commentary on the evolving roles of women in art and society. The advert subtly shapes our understanding of identity, desire, and artistic expression at the turn of the century.