Végétaline 

Leonetto Cappiello created this advertising poster, Végétaline. The overall visual experience presents us with a striking juxtaposition: a chef, dressed in white, confidently rides atop a vibrant red elephant, set against a backdrop that transitions from lush green grass to a dark, almost ominous forest. Cappiello destabilizes established meanings by placing the mundane act of cooking – signified by the chef and the product he endorses – within an exotic, almost surreal context. The elephant, rendered in an unexpected red hue, becomes a powerful signifier, challenging traditional associations of animals and advertising. It’s a semiotic game where the familiar is made strange to capture the viewer's attention. The interplay between the chef and the elephant invites us to decode the cultural codes that Cappiello employs. The artwork functions not just aesthetically, but as a playful engagement with the language of advertising. It encourages us to interpret and reinterpret the signs that shape our consumption habits.