Maurin Quina - Cappiello 1906 - Absinthe Apertif Postcard

Leonetto Cappiello. Maurin Quina is a French apéritif advertisement painted by Leonetto Cappiello in 1906. It is perhaps Cappiello's most famous poster. The image features a devilish figure sneakily de-corking the bottle; Cappiello used "infernal imagery" in several of his posters for alcohol. The green devil in particular evokes la fée verte (the green fairy), the nickname for absinthe, a drink popular during the Belle Époque. The product was banned by the French government shortly after it was released. An apéritif (also spelled aperitif) is an alcoholic drink that is usually served to stimulate the appetite before a meal, contrasting with digestifs, which are served after meals. Absinthe is historically described as a distilled, highly alcoholic (45–74% ABV) beverage. It is an anise-flavoured spirit derived from herbs, including the flowers and leaves of the herb Artemisia absinthium, commonly referred to as "grande wormwood". Absinthe traditionally has a natural green colour but can also be colourless. It is commonly referred to in historical literature as "la fée verte" (the Green Fairy). Although it is sometimes mistakenly called a liqueur, absinthe is not bottled with added sugar and is therefore classified as a spirit. Absinthe is unusual among spirits in that it is bottled at a very high proof but is normally diluted with water when consumed. Absinthe originated in the canton of Neuchâtel in Switzerland. It achieved great popularity as an alcoholic drink in late 19th- and early 20th-century France, particularly among Parisian artists and writers. Due in part to its association with bohemian culture, absinthe was opposed by social conservatives and prohibitionists. Charles Baudelaire, Paul Verlaine, Arthur Rimbaud, Henri de Toulouse-Lautrec, Amedeo Modigliani, Vincent van Gogh, Oscar Wilde, Aleister Crowley, and Alfred Jarry were all notorious "bad men" of that day who were (or were thought to be) devotees of the Green Fairy. Absinthe has been portrayed as a dangerously addictive psychoactive drug. The chemical thujone, present in small quantities, was singled out and blamed for its alleged harmful effects. By 1915, absinthe had been banned in the United States and in most European countries except the United Kingdom, Sweden, Spain, Portugal, Denmark and the Austro-Hungarian Empire. Although absinthe was vilified, no evidence has shown it to be any more dangerous than ordinary spirits. Its psychoactive properties, apart from those of alcohol, have been much exaggerated. Leonetto Cappiello (9. April 1875 in Livorno, Italy – 2. February 1942 in Cannes, France) was an Italian poster art designer who lived in Paris. He is now often called 'the father of modern advertising' because of his innovation in poster design. The early advertising poster was chraacterised by a painterly quality as evidenced by early poster artists Jules Chéret, Alfred Choubrac and Hugo D'Alesi. Cappiello, like other young artists, worked in way that was almost the opposite of his predecessors. He was the first poster artist to use bold figures popping out of black backgrounds, a startling contrast to the posters early norm. Cappiello had no formal training in art. The first exhibition of his work was in 1892, when a painting was displayed at the municipal museum in Florence. Cappiello started his career as a caricaturist illustrating in journals like Le Rire, Le Cri de Paris, Le Sourire, L'Assiette au Beurre, La Baionnette, Femina, and others. His first album of caricatures, "Lanterna Magica," was made in 1896. In 1898, he moved to Paris, and his caricatures were published in Le Rire for the first time. Cappiello made his name during the poster boom period in the early 20th century, with designs markedly different from premier poster artist Jules Chéret. His first poster, for the newspaper Frou-Frou, was made in 1899. He signed first contract for posters with printer P. Vercasson in 1900. He was married to Suzanne Meyer Cappiello in 1901. Between 1901 and 1914, he created several hundred posters in a style that revolutionised the art of poster design. Cappiello redesigned the fin-de-siècle pictures into images more relevant to the faster pace of the 20th century. During this period, Capiello continued as a caricaturist. During World War I, Cappiello worked as an interpreter in Italy. Afterwards, he devoted his career fully to poster design. In 1919, he signed a contract with publisher Devambez and he remained with the agency until 1936. Over the course of his career Cappiello produced more than 530 advertising posters which surprise and delight the viewer. Today, his original posters are still collected, sold at auction and by dealers around the world.