Thermogene Large - Cappiello

This striking French advertising poster for Le Thermogène was created by Leonetto Cappiello (1875–1942), the pioneering Italian-born artist often regarded as the father of the modern advertising poster. Known for his bold use of color, simplified forms, and dramatic visual impact, Cappiello revolutionized early 20th-century poster design by focusing on instantly recognizable imagery that could capture attention at a glance.The image features a dynamic, flame-headed figure clad in shimmering green tights, clutching a large beige cross to his chest as if absorbing heat and strength from it. The dramatic contrast between the dark background and the blazing orange flames emphasizes the product’s core message: warmth, relief, and energy. The French text reads: “Le Thermogène engendre la chaleur et combat: toux, rhumatismes, points de côté,” which translates to “Thermogène generates heat and fights: coughs, rheumatism, and side pains.” Thermogène was a popular medicinal product used in early 20th-century France, often applied as a heated poultice or rub to relieve muscle aches, respiratory ailments, and inflammation. This poster reflects the era’s fascination with modern medicine and the belief in heat as a powerful healing force.The stylized anatomy, theatrical pose, and fantastical flame motif are hallmarks of Cappiello’s approach—transforming everyday consumer products into memorable visual icons. Rather than illustrating the product literally, Cappiello created a symbolic figure that communicates the sensation of warmth and relief in a bold, theatrical way.Leonetto Cappiello was born in Livorno, Italy, in 1875 and later established his career in Paris, where he became one of the most influential poster artists of the Belle Époque and early Art Deco periods. His work for brands such as Campari, Maurin Quina, and Thermogène helped define modern commercial advertising and continues to be highly sought after by collectors today.This is an Original Vintage Poster, it is not a reproduction. This poster is conservation mounted, linen backed and in excellent condition. We guarantee the authenticity of all our posters.