Le Rapide,Le Nº 5c., Grand Journal Quotidien 1892

Jules Chéret created this lithographic poster, a vibrant advertisement for "Le Rapide" newspaper, in a period when print media was flourishing. The poster is a window into the cultural values of the time, as Chéret masterfully uses the female figure to symbolize speed and progress. Notice how the woman, draped in flowing red fabric, seems to float effortlessly, connecting the newspaper title and the image of a speeding train below. The artist’s sensual and free spirited representations of women became known as ‘Chérettes’, and were central to his success. These figures, while celebrated for their liveliness, also reflect the limited roles often assigned to women in advertising, where they were used to add glamour and allure to products. This poster invites us to consider the complex ways in which gender, commerce, and technological advancement were intertwined in shaping public perception during this era. It reflects both the excitement of modernity and the subtle reinforcement of societal norms.