Cinzano Vermouth Ad - Circa 1910
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Leonetto Cappiello, an Italian and French poster art designer and painter, who mainly lived and worked in Paris occupies a unique niche in poster lore: he virtually invented the modern advertising poster. With a highly respected, long-established firm from his native country endorsing his unorthodox approach to advertising, he was now universally honored as a pioneer of the new bold wave of product publicists.