Details: This poster is of an abstract version of the vintage ad for Contratto, by Leonetto Cappiello. It shows a woman holding up a large glass. At the top it says 'Contratto'.
Leonetto Cappiello (9. April 1875 in Livorno, Italy - 2. February 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 Chéret, 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. Over the course of his career Cappiello produced more than 530 advertising posters.