Le Thermogene
Medium size French vintage advertising
poster for a medicinal product called Le Thermogène, designed by the pioneering Italian-born artist Leonetto Cappiello. First published in 1907 or 1909, this iconic design is considered a classic example of modern advertising, known for its bold imagery and dynamic composition.
Poster Details
Artist: Leonetto Cappiello (1875–1942), often called "the father of the modern advertising poster".
Product: Le Thermogène was a popular early 20th-century French medicated product, consisting of cotton wadding impregnated with capsicum (cayenne pepper) extract, which generated heat when applied to the body.
Imagery: The poster features a striking, fire-breathing figure (sometimes described as a clown or devil) in green tights, clutching the orange-colored product to his chest, visually emphasizing the product's heat-generating properties and effectiveness.
Text and Meaning: The French text reads:
"LE THERMOGÈNE ENGENDRE LA CHALEUR ET COMBAT: TOUX, RHUMATISMES, POINTS DE CÔTÉ, etc."
This translates to: "The Thermogène generates heat and fights: coughs, rheumatism, side stitches, etc."
Impact: Cappiello's effective design significantly increased product sales and the figure became the brand's well-known trademark logo, used for decades.
poster for a medicinal product called Le Thermogène, designed by the pioneering Italian-born artist Leonetto Cappiello. First published in 1907 or 1909, this iconic design is considered a classic example of modern advertising, known for its bold imagery and dynamic composition.
Poster Details
Artist: Leonetto Cappiello (1875–1942), often called "the father of the modern advertising poster".
Product: Le Thermogène was a popular early 20th-century French medicated product, consisting of cotton wadding impregnated with capsicum (cayenne pepper) extract, which generated heat when applied to the body.
Imagery: The poster features a striking, fire-breathing figure (sometimes described as a clown or devil) in green tights, clutching the orange-colored product to his chest, visually emphasizing the product's heat-generating properties and effectiveness.
Text and Meaning: The French text reads:
"LE THERMOGÈNE ENGENDRE LA CHALEUR ET COMBAT: TOUX, RHUMATISMES, POINTS DE CÔTÉ, etc."
This translates to: "The Thermogène generates heat and fights: coughs, rheumatism, side stitches, etc."
Impact: Cappiello's effective design significantly increased product sales and the figure became the brand's well-known trademark logo, used for decades.
After
Procedures
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