A man in Spanish costume advertising Vilajuïga mineral water. Colour lithograph by L. Cappiello, ca. 1912.

  • Cappiello, Leonetto, 1875-1942.
Date:
[1912?]
Reference:
11995i
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Description

Vilajuïga mineral water--Aigua de Vilajuïga--comes from a natural spring in the town of Vilajuïga in north eastern Catalonia. The poster, published around 1912 to advertise the water in Spain, is the work of the brilliant Italian designer Leonetto Cappiello. His boldly coloured designs on a black background used to make a strong impression on passers-by in the streets of Paris, where he worked, as a result of which his posters were much in demand. He emphasizes the product's Spanishness by showing a haughty Spanish nobleman looking down contemptuously on lesser mortals. Vilajuïga water is rich in magnesium and calcium, and, according to this advertisement, in lithium. Lithium carbonate is used as a mind-altering drug, to counteract depression and bipolar disorder (depression alternating with mania). Aigua de Vilajuïga was reputed to be the only water drunk by the surrealist painter Salvador Dali

Publication/Creation

[Place of publication not identified] : [publisher not identified], [1912?] (Paris : Imprimerie Publicité Etabl[issemen]ts Vercasson, 6 Rue Martel)

Physical description

1 print : lithograph, printed in colours ; sheet 139 x 98.3 cm

Lettering

Agua de Vilajuiga. Estómago. Riñones. Higado. Deliciosa para la mesa. La más rica en litina. L. Cappiello. Translation of the lettering: "Water of Vilajuiga. Stomach. Kidneys. Liver. Delicious at table. The most rich in lithia."

References note

M. Robert-Sterkendries, La santé s'affiche, Bruxelles: Therabel, 2003, no. 493, p. 252
Jack Rennert, Cappiello: the posters of Leonetto Cappiello, New York 2004, no. 247 ("a somewhat haughty royal personage"; dated 1912)

Reference

Wellcome Collection 11995i

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