Alcool De Menthe Ricqlès 1924

This striking advertisement, created by Leonetto Cappiello, used lithographic printing. A design drawn on a flat stone or metal plate is treated to retain ink in certain areas, allowing the image to be printed. Cappiello simplifies forms to emphasize the product's qualities. The dancer, emerging from a vibrant flower, elegantly presents a bottle of Ricqlès mint alcohol. This reflects a shift in advertising towards memorable imagery, associating the product with freshness, perfume, and perfect hygiene. The material aspect of lithography, with its reliance on skilled labor and industrial production, plays a crucial role. Cappiello was one of many artists who made a living creating this form of advertising, speaking to a culture of mass production and consumption in the early 20th century. Ultimately, understanding the lithographic process and the social context of advertising reveals how materials and methods intersect with commerce and artistry. This challenges traditional notions of artistic value, showing how commercial graphics can be both culturally significant and visually compelling.