Picture Posters: A Short History of the Illustrated Placard with Many Reproductions of the Most Artistic Examples in all CountriesHiatt, Charles
History
Picture Posters: A Short History of the Illustrated Placard with Many Reproductions of the Most Artistic Examples in all Countries
Hiatt, Charles
Posters -- History
again, it is true, he has turned aside to do work of more universally
recognized and more pretentious a character, and the very fact that he
has touched scarcely anything which he has not adorned, emphasises his
fidelity to a branch of art until quite recently despised and held of
little moment. It is, indeed, mainly owing to this devotion, to this
lavish expense of talent, that the poster is not even now considered
beneath the dignity of the collector. The judicious, as soon as their
eyes fell upon Cheret's vast lithographs, decided that he was no
mere colour-printer's hack, but an artist whose work would have to be
reckoned with. There was something positively alluring in the spectacle
of a man who calmly placed his gift at the disposal of the tradesman,
who accepted without murmur the limitations which the tradesman imposed
upon him. It is possible that, had it not been for the circumstances of
his life, the streets of Paris would have remained undecorated, so far
as Cheret was concerned, to this day. Commencing as the humblest of
lithographers, Cheret did not take up art of set intention, but passed
irresistibly, though it may be unconsciously, into it. After long years
of patient and tedious work as an ordinary lithographer, at the dawn
of the year 1866, he commenced what was destined to be the most notable
series of pictorial posters in existence, a series containing over a
thousand items, and one which happily has yet to close. It is doubtless
the conditions of his early life, the lessons learned while under the
yoke of trade, that have enabled Cheret to appreciate to the full
that the first business of an advertisement is to advertise. Avoiding,
therefore, all subtle harmonies, he goes in for contrasts of colour,
violent, it is true, but victorious in their very violence. Blazing
reds, hard blues, glowing yellows, uncompromising greens, are flung
together, apparently haphazard, but in reality after the nicest
calculation, with the result that the great pictures, when on the
hoardings, insist positively on recognition. One might as well attempt
to ignore a fall of golden rain, as to avoid stopping to look at them;
they are so many riots of colour, triumphant in their certainty of
fascinating and bewildering the passerby.
As may be imagined, Cheret's skill has fullest scope when dealing with
the lightest and gayest subjects: a _cascade de clowns_--to borrow
a phrase of Huysman--an entrance of ballet girls; a joyous troupe of
children, contented because toy-laden; these, and the like, are subjects
most congenial to him. His style is essentially the outcome of the day.
It possesses no decorative forerunners; it is not a thing derived; its
parents are the gaieties of modern Paris. It is intensely actual, and in
its actuality lies, it
[Illustration: 0052]
Public-domain text, read in full here on John Shaqi.
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