2.4 Advertising.

"Advertising - is a tool by which the consumer is given such information, which prompts him to buy the advertised product." - said S.N. Roshupkin (Language of Advertising 2003: 7). In this book, the author argues that there are three basic methods to attract viewers' attention to the posters. The first – main artistic figure, the second - commonly understood symbols, the third - the font. Alphonse Mucha follows this thesis in 1896 creating the advertising posters for the poster for "Imprimerie Cassan Fils",1896. His main artistic figure uses the primitive people's desire while creating the main artistic figure to attract attention to their product. At a time when the overwhelming percentages of paying customers were men, the use of a naked female nature was clearly a victory. Earlier in 1891, the Toulouse Lautrec attempted to use a provocative image in its posters for the poster Moulin-Rouge (La Goulue), 1891(Theodore B. Donson and Marvel M.Griep, 1983). In comparison with the posters by Alphonse Mucha, a poster for the Moulin Rouge seem less provocative than it seemed at the time of its creation. We can only guess whether it was the impetus for Mucha to such a vulgar representation of women in advertising, or the reason for this was his passion for Baroque, but in any case it was a step forward. It is not known exactly who has served as a model for this poster. Alphonse Mucha was always writing his paintings from models, but he didn’t use the original women, but the photography of them. So it is difficult to say from whom it was pained the poster for "Imprimerie Cassan Fils",, but looking up for his enthusiasm at the time for the actress Sarah Bernhardt, who was at the peak of its popularity in 1860, it is possible to assume that it is her why was the basis of this image.

Moulin-Rouge (La Goulue), Fragment 2 "Imprimerie Cassan Fils",1896

Poster by Toulouse Lautrec, 1891. by Alphonse Mucha.

Also this figure is part of the main symbol, which laid as the basis for the whole composition. In this poster, we see the two main characters. Half-naked lady, sitting half-turned to the man working at the printing press, as was already mentioned, refer to the ancient theme, which fill the entire atmosphere inside the poster with languid expectation. Their posture and dumb dialogue draws the viewer inside the painting. This strong character tells the audience about the tradition and quality that keeps the "Imprimerie Cassan Fils", 1896. For the plot in the center of the composition is watching the second character: mosaic eyes located on the arch on the background. They are symbols of spectators gazed on the process of work and the result. Association of the eye with the viewer came from ancient times the eye of Pharaoh, as well as from the eye of masons. Each of them means power, higher power watching over each of the people. These public symbols are addressed directly to the buyer and convey to him secondary product information.

The All-Seeing Eye Fragment 3 "Imprimerie Cassan Fils",1896

by Alphonse Mucha.

However, the most important information to the buyer always presented words. Font basic method of presenting to the viewer the information where and what items they need to buy. Here hides the third factor of a good poster (Language of Advertising 2003: 69). It is difficult to combine the artistic image and the text so that them won’t get in conflict and so that they won’t be only complement to each other. The font in the posters by Alphonse Mucha is an essential part of the image. Font for "Imprimerie Cassan Fils", 1896 is a cursive letters resemble gorgeous, perfect balance of smoothness and stability. This font has been found in the gospel of the Italian sixth century, which is the most interesting fact is that Rubens, whose work is so reminiscent of the work of Alphonse Mucha, finished his education directly in Italy (Graham Leslie Makkelem. 2009:39)