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Poster advertising "Bosch" Ignition Plugs

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Lucian Bernhard (1883-1972)1914BerlinColour lithograph 44 x 64 cm

After 1905, the so-called “Schaplakat” evolved in Berlin. Before World War I, advertising strategists maintained the ideal that a poster had to be understood within mere seconds. Lucian Bernhard, a leading graphic artist working in Berlin, reduced his most successful posters to the brand name of firm being advertised and a concise image of the product. For this “Bosch” poster he merely added the spark of an ignition plug. A single look was enough for the onlooker to grasp the meaning of the poster by the depiction of the then state-of-the-art product.