Leonetto Cappiello
Leonetto Cappiello (b.
1875 in
Livorno,
Italy; d.
1942 in
Cannes,
France) was an
Italian poster art designer who lived in
Paris. He is now often called "the father of modern advertising."because of his innovation in poster design. The early advertising poster was characterized by a painterly quality as evidenced by early poster artists Jules Cheret, Alfred Choubrac and Hugo D'Alesi. Cappiello, like other young artists, worked in way that was almost the opposite of his predecessors. He was the first poster artist to use bold figures popping out of black backgrounds, a startling contrast to the posters early norm.
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contratto
adj.
drawn, shrunken, being tensed
contratto (m)
n.
contract, agreement, bargain, indenture, indent
contrarre
v.
contract, acquire, form, get into
contrattare
v.
bargain for, bargain over, negotiate