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Italian illustrator Leonetto Cappiello has been described as the “Father of Modern Advertising”. He revolutionised commercial art in the early 1900s with high-impact graphics featuring eye-catching subjects, contrasting colours and backgrounds, ensuring his designs stood out.
His bold 1907 design for Le Thermogène claimed to cure coughs and rheumatism and was typical of his eye-catching Art Deco advertising posters.
