Affiche van uitgever Ch. Eggimann et Cie te Genève c. 1897 - 1900

Curator: Looking at this lithograph from around 1897-1900, an advertising poster for the publisher Ch. Eggimann et Cie in Geneva, I'm struck by its blend of old and new. Editor: It certainly captures a certain fin-de-siècle elegance, but I am also taken by the very tangible contrast between the almost aggressively fashionable woman and the somewhat dowdy one beside her. They’re almost confrontational, like a ‘before’ and ‘after’. Curator: Precisely. This poster is fascinating as a material object. As a lithograph, a relatively new printmaking technique at the time, it allowed for mass production, making art accessible to a wider audience through advertisement. The paper, the inks, the very process… they democratize culture. Editor: And of course, it functioned within a very specific economic and social framework. Think about where it would have been displayed - likely plastered on walls, competing for attention in a bustling urban environment. Who were the intended viewers, and how did the imagery of fashionable modernity combined with traditional local dress appeal to them? This represents a very conscious targeting of audiences in Geneva, wouldn’t you agree? Curator: Absolutely. And consider the social history encoded within. We have here not just an advertisement but an image reflecting evolving class structures, emerging consumer culture, and how women were both represented and engaged as consumers of literature. Also notice the long list of forthcoming books on various subjects. Editor: Yes, this poster encapsulates both an artistic moment and an early marketing strategy: a sign of the times when posters invaded public spaces, contributing significantly to visual culture. It’s worth pondering how such advertising impacts cultural institutions, public behaviors, and urban environments—things to keep in mind today. Curator: Indeed, looking at this piece I am drawn back to a time of great flux and reminds me that “art” and "commerce" need not be considered wholly independent, rather art helps to sustain a healthy business.