Agua De Vilajuïga c. 1912

Editor: Here we have Leonetto Cappiello's "Agua De Vilajuïga" poster, from around 1912. It's quite striking! The figure, with their peculiar expression and flamboyant outfit, seems like a caricature. What catches your eye most in this piece? Curator: Beyond the bold aesthetic typical of the Art Nouveau poster movement, I see a pointed commentary on health and marketing within a rapidly changing society. Notice how Cappiello positions this character – an almost clownish royal figure – to sell mineral water. Editor: That's interesting. I wouldn’t have thought about the clownish aspect! Curator: Think about it this way: turn-of-the-century society grappled with anxieties about industrialization and its effects on the body. Water was promoted for 'Estómago, Riñones, Hígado', as the poster indicates, reflecting a culture obsessed with remedies, and a growing culture around consumerism. Cappiello is participating in the commercialization of this anxiety. How does the absurdity of this character play into that, do you think? Editor: I guess it highlights the ridiculousness of needing this "special" water... or perhaps even mocks the wealthy elite who’d buy into such things? Curator: Precisely. Advertising like this served to both create and alleviate anxieties related to modern life. Cappiello uses humor, something that aligned with the period and also appealed to buyers. Editor: That makes so much sense. I now understand how this poster engages with broader societal issues beyond just selling water. Thank you! Curator: Indeed, viewing art through a historical lens unveils fascinating layers of social and cultural meaning.