The red haired man carried an oversized barrel of cognac on his back against a very stark black background. Typical of Cappiello's advertsing posters, the red haired man carried an oversized barrel of cognac on his back against a very starl black background. 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.
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