Lot 92: POSTER: FREDERICO SENECA (1891-1976). BUITONI

FREDERICO SENECA (1891-1976) BUITONI. 1929.
76 3/4x55 1/2 inches 195x141 cm. Baroni, Milan.
Condition B+: minor restoration along vertical and horizontal folds; restoration in margins; abrasions in image. Two sheets.
Over the course of his ten years with Buitoni, Seneca had to vary the ways he advertised the company's products, forcing him to come up with new and unexpected ideas. Here, he takes a page from Cappiello's style book to present an image that would embed itself in the viewer's mind. This happy, well-fed baby's face would have been immediately noticeable and immeasurably appealing to consumers and shoppers. Although the image itself may be unexpected, the typography, as in Seneca's other posters, remains an elegant sans serif. Manifesti p. 102.