Cinzano Vermouth, 1910
Color lithograph, mounted on linenexpand_more
Gift of Marguerite and Russell Cowlesexpand_more P.79.82.8
Not on Viewexpand_more
Leonetto Cappiello's poster for Cinzano Vermouth is radically different from the other alcohol advertisements on display. Rather than a perfectly beautiful woman, Cappiello presents a red and pink zebra bucking against the reins of a toga-wearing rider. This incongruous design represents a new direction in advertising. Cappiello uses an isolated image so vivid and memorable that it makes the product unforgettable, too. While the image he chose may not seem to relate to the brand or what it will do for the consumer, it actually makes an appealing promise about Cinzano's effects. This bizarre sight is just one example of the type of visions that may result from drinking enough of the advertised vermouth.
Details
- Title
- Cinzano Vermouth
- Artist Life
- 1875 - 1942
- Role
- Artist
- Accession Number
- P.79.82.8
- Provenance
- Margueritte and Russell Cowles II, Minneapolis; thier gift to MIA, 1979.
- Catalogue Raisonne
- Rennert / Cappiello 153 (var); Wine Spectator 178 (var); Manifesti Italiani p. 54 (var)
- Curator Approved
This record is from historic documentation and may not have been reviewed by a curator, so may be inaccurate or incomplete. Our records are frequently revised and enhanced. If you notice a mistake or have additional information about this object, please email collectionsdata@artsmia.org.
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