"Long before advertising science began to talk product recognition, Cheret
was creating it with his Saxoleine posters. He started out by creating a homey
atmosphere with warm friendly colours around the lamp; he then placed an attractive
homemaker in close relation to the lamp and let her show pleasure at having such
a bright light to illuminate the room. The product itself, a bottle of kerosene,
is not shown. But Cheret knew that women would aspire to the beauty and high spirits
of his model" (Gold p.20) "Cheret
shows great virtuosity in applying the basic rules for attracting attention. Without
making any direct reference to a product, the classic eye-catcher, female charm,
ranging from near wickedness to domestic respectability, is introduced at precisely
the right stop and made symbolic. This particular type with the wasp-waist, billowing
skirt, ruched sleeves and a charming glint in the eyes dominated the entrance
to the World Exhibition in 1900" (Paris
1900 p.40) |
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