If we could go back in time, find the "father of advertising" and tie his hands behind his back so's he couldn't father advertising further, would we do it?
Advertising has a lot to answer for. We might blame "the big banks" for recent financial crises and woes, but without advertising, would so many people who couldn't sensibly afford to own property and sundry other luxuries have been convinced they needed to own them?
Setting that thought aside for a moment - here IS the artist some have called Father of Advertising - or at least father of the advertising poster: Leonetto Cappiello.
Back in the day advertising was far more leisurely and minimalist than in these days of manic TV commercials one following another, and massive billboards lining highways, magazines filled cover to cover with more adverts than essays. Back in the day an artist would paint a poster.
Leonetto Cappiello, Italian artist and caricaturist succeeded other famous painters of the genre such as Lautrec and Mucha and became the leading advertising poster designer in Paris in the early 20th century. He was not formally trained as an artist, but his natural talent led him into caricature, his work was published in the French journal Le Rire.
As Art Nouveau and the taste for it began its decline, Cappiello tickled the palates of the public with his dark, often black, backgrounds and a single bold image. This new approach kept attention on the product as well as creating a very recognisable style, or brand, for the artist himself. His early flair for, and experience in, caricature work would be helpful in developing an obvious insight into human nature and the power of communication. He put this insight to use in his advertising posters, realising that the attention-grabbing images he presented would rapidly become recognisably associated with a particular product.
Cappiello produced close to 1000 posters, became an inspirational figure to those who came after. His work nowadays is sought after by collectors and still commands high prices.
Leonetto Cappiello was born in Livorno, Italy on 9 April 1975. Chart below is set for 12 noon in the absence of time of birth. Rising sign and Moon's degree will not be accurate.
In a nutshell, Leonetto Cappiello had a well-integrated personality, with planets forming helpful aspects to each other, along with the few challenges having complimentary assistance inbuilt.
Starting with Sun at 19 Aries (Aries the initiator is a nice match for someone called "Father of Advertising"), there's an astrological chain covering half the zodiac circle. Moving via helpful semi-sextile to Mercury (communication) at 23 Pisces, then on to Saturn (business) at 23 Aquarius via another semi-sextile, and Mars (energy) at 26 Sagittarius, also sextile Saturn, then Jupiter (publication) at 27 Libra, sextile Mars and in opposition to Aries Sun.
a chain of links involving planets well-related to things necessary for success in Cappiello's chosen profession: initiation, communication, business, publication.
Not part of that linked and mutually helpful chain was Venus, planet of the arts at 7Pisces, but Venus forms a separate link via harmonious sextile with Neptune (creativity) at 0 Taurus.
Examples of Leonetto Cappiello posters ~
Advertising has a lot to answer for. We might blame "the big banks" for recent financial crises and woes, but without advertising, would so many people who couldn't sensibly afford to own property and sundry other luxuries have been convinced they needed to own them?
Setting that thought aside for a moment - here IS the artist some have called Father of Advertising - or at least father of the advertising poster: Leonetto Cappiello.Back in the day advertising was far more leisurely and minimalist than in these days of manic TV commercials one following another, and massive billboards lining highways, magazines filled cover to cover with more adverts than essays. Back in the day an artist would paint a poster.
Leonetto Cappiello, Italian artist and caricaturist succeeded other famous painters of the genre such as Lautrec and Mucha and became the leading advertising poster designer in Paris in the early 20th century. He was not formally trained as an artist, but his natural talent led him into caricature, his work was published in the French journal Le Rire.
As Art Nouveau and the taste for it began its decline, Cappiello tickled the palates of the public with his dark, often black, backgrounds and a single bold image. This new approach kept attention on the product as well as creating a very recognisable style, or brand, for the artist himself. His early flair for, and experience in, caricature work would be helpful in developing an obvious insight into human nature and the power of communication. He put this insight to use in his advertising posters, realising that the attention-grabbing images he presented would rapidly become recognisably associated with a particular product.Cappiello produced close to 1000 posters, became an inspirational figure to those who came after. His work nowadays is sought after by collectors and still commands high prices.
Leonetto Cappiello was born in Livorno, Italy on 9 April 1975. Chart below is set for 12 noon in the absence of time of birth. Rising sign and Moon's degree will not be accurate.
In a nutshell, Leonetto Cappiello had a well-integrated personality, with planets forming helpful aspects to each other, along with the few challenges having complimentary assistance inbuilt.
Starting with Sun at 19 Aries (Aries the initiator is a nice match for someone called "Father of Advertising"), there's an astrological chain covering half the zodiac circle. Moving via helpful semi-sextile to Mercury (communication) at 23 Pisces, then on to Saturn (business) at 23 Aquarius via another semi-sextile, and Mars (energy) at 26 Sagittarius, also sextile Saturn, then Jupiter (publication) at 27 Libra, sextile Mars and in opposition to Aries Sun.
a chain of links involving planets well-related to things necessary for success in Cappiello's chosen profession: initiation, communication, business, publication.
Not part of that linked and mutually helpful chain was Venus, planet of the arts at 7Pisces, but Venus forms a separate link via harmonious sextile with Neptune (creativity) at 0 Taurus.
Examples of Leonetto Cappiello posters ~
