E.PICHOT Imprimeur Editeur, Etiquettes de Luxe, Typographie 1884

Jules Chéret created this advertisement poster, likely in the late 19th century, using lithography, a technology that he himself helped to advance. The poster is promoting E. Pichot, a printer and publisher specializing in luxury labels. The image celebrates the history of printing by including portraits of Gutenberg, the inventor of movable type, and Senefelder, the inventor of lithography. The printing press in the background reinforces this historical theme. As a commercial poster made in France at a time when the advertising industry was just emerging, it is of its time. The poster is packed with cultural references. It not only acknowledges printing pioneers but also elevates the printer by association, suggesting that E. Pichot is an important part of this ongoing tradition. By showcasing the historical and technical aspects of printing, the poster implicitly comments on the evolving relationship between artistic creation, commercial enterprise, and the institutions that bring them together. Understanding the poster fully involves looking into the history of printing technology, the rise of advertising, and the socio-economic context of 19th-century France.