Le Rappel 1900

Jules Chéret made this poster, "Le Rappel," using the then-new technology of lithography, a printing process that allows for relatively quick and cheap reproduction of colorful images. The way lithography works – drawing on a stone with a greasy crayon, then chemically fixing the design and printing from it – lends itself to bold, graphic designs like this. Notice how the colors are flat and vibrant, and the lines are crisp. Chéret was a master of this medium, and he used it to create eye-catching advertisements for everything from theater performances to consumer goods. This particular poster advertises a newspaper, "Le Rappel," which sold for just five centimes. The image of the young drummer boy, dressed in a patriotic uniform, is meant to evoke a sense of national pride and urgency. It is a call to attention, not only to the news being sold, but also to the new possibilities of mass communication and consumer culture. Chéret elevated the status of advertising to an art form. His posters were not just functional, but also beautiful and engaging. He challenged the traditional hierarchy between fine art and commercial design.