Bitter Campari 1899

Adolfo Hohenstein created this poster, "Bitter Campari", using lithography, to advertise the beverage in Milan. As mass culture emerged, the poster became a key form of advertising and art. Here, we see a group of men in Milan enjoying Campari. They are wearing formal clothing such as hats, suits and canes. The figure in the foreground is smoking a cigarette, while a bartender pours the crimson liquid into glasses. We can tell the artist wanted to create an atmosphere of leisure and luxury. At the time of this poster’s creation, the consumption of alcohol in public spaces, usually dominated by men of a certain class, created these types of social settings, and these spaces weren't open to all. The poster is thus an interesting insight into the social conventions of the time. Even though the poster is advertising a product, it also reflects on the social experiences that surrounded the consumption of that product.