Lithograph on paper Leonetto Cappiello was an Italian French self taught designer and painter of poster art. He is now often called a father of modern advertising because of his innovations in poster art. His use of vivid, bold figures in contrast with dark backgrounds was surprising, and he managed to capture the speed of the twentieth century in his work. Cappiello began designing for the printer Pierre Vercasson (Paris) in 1900. Bandou, a tire manufacturer in Bordeaux, was known for its bicycle tire called La Sirene. Cappiello was able to increase the popularity of their bicycle tire through his design of a mermaid. Clad only in modest strands of hair and seaweed, she holds up her newly found bicycle tire to frame the Bandou factory. Printing house Vercasson, 6 Rue Martel, Paris
