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C1897
Vin Mariani
Artist:
Jules Cheret (1836 - 1932)
“A Cheret classic, glowing with irrepressible zest, the perfect image for a product which earned much of its renown by clever promotion. The founder of the enterprise was Angelo Mariani who came up with the idea of combining of medicinal … Read Full Description
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Details
Full Title:
Vin Mariani
Date:
C1897
Artist:
Jules Cheret (1836 - 1932)
Engraver:
Imprimerie Chaix
Condition:
In good condition.
Technique:
Lithograph printed in colour.
Image Size:
235mm
x 315mm
AUTHENTICITY
Genuine antique
dated:
1897
Description:
“A Cheret classic, glowing with irrepressible zest, the perfect image for a product which earned much of its renown by clever promotion. The founder of the enterprise was Angelo Mariani who came up with the idea of combining of medicinal properties of coca leaves with his favourite Bordeaux, thus coming up with a medicine that didn’t taste like one. In time it gained an edge on competitors partly because of the intoxicating dash of cocaine in it, but mostly because of Mariani’s unexpected talent as a publicist. Long before it became a general practice, he shrewdly recognized the value of celebrity endorsements, and had doctors, musicians, comedians, respected public figures and even minor royalty praising his tonic in ads and posters”.
Reference: Wine Spectator, 3
This
poster is from the series, Les
Maitres de l’Affiche (The
Masters of the Poster ) took five years to produce from 1895 to1900.
It
is one of the most prestigious and influential art publications in
history. This series features the most outstanding posters of the
late 19th century when the medium was only used for commercial
advertising. During the 19th century the poster celebrated its
golden era under the hands of famous artist such as, Cheret, Toulouse
Lautrec, Mucha and Steinlen. They elevated the poster from a
commercial medium to innovative art form. By the 1890s, the
streets of every great metropolis were enlivened by large,
colourful posters. The poster had not only caught the eye of the
public, but it’s best examples were already being regarded as works
of art, to be exhibited, reviewed in journals and collected.
In
1895, the Imprimerie Chaix firm published reduced chromolithographic
versions of over 200 the best posters of the period by more than 90
great artists. This Chaix publication Les
Maitres de l’Affiche,
was issued as separate numbered lithographs, every month for 60
months from 1895 to 1900.
Of
the 97 artists represented all were prominent artists of the day.
The
lithograph was issued with an embossed seal at the lower right
further signifying its authenticity.
Biography:
Jules Cheret (1836-1932)
French painter and lithographer who became known as a master of Belle Époque poster art and is recognised as the ‘father of the modern poster.’
Born in Paris to a poor but creative family of artisans. At the of age thirteen, he began a three-year apprenticeship with a lithographer and then his interest in painting led him to take an art course at the Ecole Nationale de Dessin. From 1859 to 1866, he trained in lithography in London and on returning to France, created vivid poster ads for the cabarets, music halls, and theatres such as the Eldorado, the Olympia, the Folies Bergere, Theatre de l’Opera, the Alcazar d’Ete and the Moulin Rouge.
In 1895, Cheret created the series Maitres de l’Affiche, a collection of reduced posters of ninety-seven Parisian artists. This series was pivotal in the reassessment of posters being seen as merely advertising works but viewed for the first time as works of art. His success inspired an industry that saw the emergence of a new generation of poster designers and painters such as Charles Gesmar and Henri de Toulouse-Lautrec.
