Höllandischer Cacao. Erven Caspar Flick 1897

Johann Georg van Caspel created this advertisement for Höllandischer Cacao using lithography. Its colours, muted greens and yellows contrasted with darker hues, create a sense of warmth. The figures of the woman and child, rendered with graceful lines, evoke a sense of elegance. The composition is structured around a central counter, behind which a shop assistant is weighing items. A child reaches out, creating a dynamic, yet gentle interaction. The text is integrated into the design, and framed by floral motifs, typical of Art Nouveau, further enhancing the aesthetic appeal. It can be seen how Caspel employs the semiotics of commercial art. The visual components function as signs, which communicate luxury and the quality of the product. This is not merely an advertisement, it is an example of how design and commerce intersect. Its aesthetic choices reflect broader cultural values relating to consumerism.