NOT SOLD (BIDDING OVER)
0.00USD+ applicable fees & taxes.
This item WAS NOT SOLD. Auction date was 2002 May 05 @ 08:00UTC-8 : PST/AKDT
<b>LEONETTO CAPPIELLO (1875-1942)</b> <p> <b>279. Fernet-Branca/Il Re degli Amari.</b> 1909.
51 x 79 1/8 in./129.4 x 201 cm
Imp. Vercasson, Paris
Cond A.
Ref (Both Var): Cappiello/St. Vincent, 4.36; PAI-XXX, 428
In a number of posters, Cappiello gave the advertised product life by conjuring up a personality for it. He found a way either to breath life into a commodity by adding arms, legs or a face to it or, more subtly, creating a semi-human being which stood for the thing itself–the spirit of the product, if you will. One of his most conspicuous successes in this category is the artwork he created for one of Europe’s most popular aperitifs, Fernet-Branca. Since it already wistfully called itself “The King of Bitters,” Cappiello simply gave that dream a two-dimensional reality. The drink, developed by herbal expert Dr. Fernet, was put on the market in 1845 by the Branca Brothers of Milan. The text of the poster was printed in a number of languages, and the jubilant glass monarch became famous throughout the world. This is the Italian version.
<b>Est: $2, 500-$3,000.</b>
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