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Issues of 2008
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French poster of art-nouveau
Works of Etienne-Maurice Bouisset, Eugene Samuel Grasset, Lucien Marie Francois Metivet, Henri Gabriele Ibels, Jean de Paleologue (Pal), Georges Meunier, Georges de Feure became popular at the period. Now they are the pieces of interest for the collectors. The founder of advertising bill was Jules Cheret (1836–1932). It was he to formulate the main principles of successful advertising. He was also the fist one who began to sign posters. Authorial poster became a form of art. Before the appearance of artistic posters in the second half of the XIX century a playbill looked like a text sometimes completed with drawings. Jules Cheret offered a new type of poster: bright attractive drawing and little information. For him contour line of depicted subjects became very important. Jules Cheret paid attention of the viewer to one figure. Due to contrast and bright colours, posters were seen from the distance. In the poster of the cigarette paper “Job” a charming girl looks at the viewer with a coquettish smile and tries to attracts the attention. Her dress is of art-nouveau style: the sleeves are volumetric. The artist magnifies some details of woman’s suit, namely the splendid sleeves and open back that give the special charm to the heroine of the poster. Unusual perspective of the figure that would be irrelevant in painting, but in poster, which main goal is to attract and to remember, it became the necessary expressive mean. On the advertising of the American aperitif “Quinquina Dubonnet” the artist depicted a cherry woman sitting in a natural pose. This woman represents a decoration: look at her eccentric dress, big hat, and elegant shoes. She’s a little drunk, relaxed, cherry and by virtue of this rarely attractive. The advertising of the other wine “Mariani” (Vin Mariani) is more airy. Water coloured touches of brush gave the clarity to the painting, and the depiction of a girl in yellow dress reproduces the festival mood. Jules Cheret lived long life. He had numerous orders. He created more than a thousand of various posters. Cheret drew bills for the carnivals, exhibitions, cabarets, casinos, theatres. The artist created numerous posters advertising perfumery and cosmetics, soap, oil lamps, pharmaceutical products, cars, and other things. Women in Cheret’s posters are always graceful, languishing, romantic, and intriguing. Their poses and gestures are relaxed, they are open and light-mined. Jules Cheret’s works are always emotional, full of energy. Their bright and light colours stress the buoyancy of the images. The original style distinguish works of famous French artist Pierre Bonnard (1867–1947). Little is known that development of this author began right from this poster. In 1890, Bonnard won the champagne advertisement competition. In his poster “France-Champagne” Bonnard using art-nouveau curves creating an amusing woman’s image with the glass of sparking wine. The Japanese art had strong influence on the development of poster genre. Pure precise lines and local colour spots passed to the poster art from the Japanese graphics. That helped to refuse the inessential details concentrating on the central figure, to simplify forms, to refuse the chiaroscuro and the flatness. In the posters of the French artist Theophile Alexandre Steinlen (1859–1923) you can find neither fictitious characters, nor fabulous decorativeness. In the advertisement of the hot chocolate (Chocolate de la Compagnie Francaise) he depicted his wife, charming daughter and the cat. The family is depicted at the breakfast by the tall plan in the realistic manner. Grand popularity had the advertisement poster “Sterile milk” (Lait pur Sterilise) for the milk shop of Quillot brothers (Quillot Freres) in which a daughter of Stainlen, Colette, is depicted. The girl drinks milk and cats near her lags intensify the feeling of the home comfort. In the poster advertising the bicycle factory “Comiot” (Motocycles Comiot) a city lady is driving on the bicycle through the country side dispersing the stock of gooses.
The posters by Theophile Steinlen are easy to recognize because of their thematics and the way of expression. The Czech Artist Alphonse Mucha (1860–1939) became popular in Paris where he lived since 1888. He created a new style of posters, “le style Mucha” — style of Mucha. The posters were decorated with romantic depictions of women. Mucha mixed elements of different styles, periods, and cultures. The artist was a painter, a graphics artist, a designer, an architect, a sculpture artist. His works have truly originality and they’re actual even nowadays. In the advertisement posters, Alphonse Mucha propagandized a new ideal of beauty; his woman has a riddle, combines fateful and dreamy image. He created two advertisement posters for the cigarette company “Job” much different from the work of Jules Cheret in the artistic mean. The central motif of the first poster composition is a beautiful woman covered with luxurious hair. The beautiful girl speaks with the spectators by non-verbal language. She express a freedom, arises a worship of men to women, her luxurious hair charmed. In the main space of the second poster for the “Job” company there was a charming woman’s figure with luxurious black hair of fabulous length with the bright-red flowers in tress. She’s looking on cigarette paper with interest, and the name of company you can see on the book in her hands, on the brooch on her dress, and in the background of the poster. In the central motif of the beer advertisement (“Bieres de la Meuse”) there is again a woman figure with a dreamy expression on her face. By one hand she touches her lips feeling the taste of the drink… The girl is in harmony with herself but what kind of ideas may adsorb a beauty? In the posters Mucha showed his style manner, imagination and the talent of composition master. In such a way the advertisement poster ordered by the bicycle producer “Perfecta” also shows a new conception of advertisement presentation of Alphonse Mucha. In the poster, a young woman gracefully leaned on the handle bar applies right to the spectator. The bicycle driving dynamics reproduced by flatter hair — very resourceful! That was an art carrying itself to the everyday life. Alphonse Mucha was one of those who rose the utilitarian art from the second-rate to the graphic arts level. He did it by making so much demands to his bills and decorative compositions that would make to the painting. The possibilities of the graphic artists were inexhaustible because of colour lithography invention in the second half of the XIX century. In 1897, in St. Petersburg, was organised the first artistic bills exhibition which count more than 700 artworks of 13 countries. In the end of the XIX century, the artistic poster became a fashion article attractive for collectors and their galleries. The modern advertisement is based on good knowledge of psychological influence on a man. But the art-nouveau artists didn’t turn to it giving people the possibility to admire or refuse their work. This was the artistic value of the art nouveau advertising posters. Modern life needs simple and bright images, short and significant phrases. First of all, poster is the source of information. However, the main principles of posters go back to the end of the XIX – beginning of the XX century.
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Strategic partner
Project of company 
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Headquarters, Edition, Advertising department, Sale department, Information agency
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