1.0Catalogue raisonné de Leonetto Cappiellohttps://cappiello.fr/en/rich600338<blockquote class="wp-embedded-content" data-secret="4EgjG6jmWG"><a href="https://cappiello.fr/en/produit/chocolat-klaus-2/">Chocolat Klaus</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://cappiello.fr/en/produit/chocolat-klaus-2/embed/#?secret=4EgjG6jmWG" width="600" height="338" title="“Chocolat Klaus” — Catalogue raisonné de Leonetto Cappiello" data-secret="4EgjG6jmWG" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script type="text/javascript"> /* <![CDATA[ */ /*! This file is auto-generated */ !function(d,l){"use strict";l.querySelector&&d.addEventListener&&"undefined"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!/[^a-zA-Z0-9]/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),o=l.querySelectorAll('blockquote[data-secret="'+t.secret+'"]'),c=new RegExp("^https?:$","i"),i=0;i<o.length;i++)o[i].style.display="none";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute("style"),"height"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):"link"===t.message&&(r=new URL(s.getAttribute("src")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener("message",d.wp.receiveEmbedMessage,!1),l.addEventListener("DOMContentLoaded",function(){for(var e,t,s=l.querySelectorAll("iframe.wp-embedded-content"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute("data-secret"))||(t=Math.random().toString(36).substring(2,12),e.src+="#?secret="+t,e.setAttribute("data-secret",t)),e.contentWindow.postMessage({message:"ready",secret:t},"*")},!1)))}(window,document); //# sourceURL=https://cappiello.fr/wp-includes/js/wp-embed.min.js /* ]]> */ </script> https://cappiello.fr/wp-content/uploads/2024/10/Lithographie-affiche-publicitaire-chocolat-klaus-2-cappiello-1903.jpg590799An amazon, dressed in a green robe and hat, prances on a red horse. "For the good reputation of the product or object the poster represents, I believe the sudden impression it produces should never be buffoonish, satirical, or humorous, but it can be amusing or witty. I tried to define in one word the feeling to which I subjected all my compositions: I don’t know if it captures it well, but I call it 'mathematical comedy'... The Klaus chocolate poster—a woman in a long green tunic on a red horse standing out against a black background—was the first of its kind for me. It became an obsession, but I believe it achieved its purpose, as the results obtained by the company were conclusive, and many people asked for the 'red horse' chocolate. It also marks the second stage of my evolution. Thanks to it, I was able to get the idea accepted that had haunted me for a long time: to design posters based on their true subject. But while merchants or industrialists often shy away from new ideas, they cannot resist financial results. Faced with this brutal fact—success—I was allowed to have my formula adopted, and some of the most resistant at first now even insist on preserving them." Cappiello, 1907, The Modern Poster "I must first tell you that Mr. Cappiello’s opinions completely won me over. He is absolutely right when he says that a poster should be a splash that forcefully grabs the passerby’s attention from afar. Moreover, advertising chocolate with a horse, and especially a red horse, is simply brilliant. However, I would have preferred it to be reserved for Poulain chocolate. As for the green woman on the horse, she makes sense: the horse is red... with anger; therefore, the woman is green... with fear. It’s as clear as day, and it was even necessary, green being the complementary color of red." La Sorte, May 25, 1907