The bright colors, buoyant ambiance and utter enthusiasm of the harlequin in “Pates Baroni” by Leonetto Cappiello (1875 – 1942) effectively entice viewers to eat the pasta being devoured in the poster. Often called the father of modern advertising, Cappiello, originally a caricature artist, utilized exaggerated color, recognizable subjects and humor to shock, surprise, and move viewers to indelibly remember the products he depicted. Producing 1000 posters in 40 years, he gave them a contemporary, 20th century flair, leading the Art Deco movement and setting the precedent for modern advertising techniques.

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