Cirages ca va seul le brillant d'une glace 1953

The 1953 original advertising poster by Ch. Guigain, titled "Cirages Ca Va Seul," is a captivating example of mid-20th century commercial art. This vibrant and playful poster was designed to promote the "Ca Va Seul" brand of shoe polish, produced by a factory in Nogent-sur-Marne, France.

The poster is dominated by a bold, red background that immediately grabs the viewer's attention. At the center of the composition is a stylized, cartoonish figure of a man. The figure, rendered in a simplistic and humorous style, is depicted sitting down while holding a polished shoe up to his face. The shoe, which reflects the man's smiling face, highlights the effectiveness of the shoe polish, capturing the slogan "le brillant d'une glace" (the shine of a mirror). The man is shown combing his hair with one hand, adding to the whimsical nature of the illustration. This gesture emphasizes the idea that polishing shoes with "Ca Va Seul" is so effortless that one can do it while engaging in other activities. His relaxed pose and content expression further convey the ease and satisfaction derived from using the product.

The typography is clean and bold, with the brand name "Cirages Ca Va Seul" prominently displayed in large, yellow letters at the bottom of the poster. The choice of a sans-serif font ensures readability and adds to the modern feel of the design. Above the illustration, the slogan "le brillant d'une glace" is written in a smaller, white font, creating a striking contrast against the red background. This phrase succinctly communicates the key selling point of the product - its exceptional shine.

Ch. Guigain's artistic style is characterized by its simplicity and humor. The use of a limited color palette, with strong contrasts and bold lines, is typical of the advertising art of the 1950s. This approach not only makes the poster visually appealing but also ensures that the message is conveyed clearly and effectively. The playful, almost cartoon-like quality of the illustration is reminiscent of the work of contemporary poster artists such as Raymond Savignac and Hervé Morvan, who were known for their humorous and engaging advertising designs. This style was particularly effective in capturing the attention of a broad audience, making the product memorable and appealing.

The "Cirages Ca Va Seul" poster is a testament to the power of visual advertising in the post-war era. During the 1950s, there was a significant shift towards consumerism, with an increased emphasis on branding and marketing. Advertising posters played a crucial role in this transformation, serving as both a promotional tool and a form of public art. This poster by Ch. Guigain reflects the optimism and dynamism of the period, encapsulating the spirit of innovation and modernity that defined the era. It also highlights the importance of humor and creativity in advertising, demonstrating how these elements can be used to create a strong and lasting impression.

The 1953 original advertising poster "Cirages Ca Va Seul" by Ch. Guigain is a delightful and effective piece of commercial art. Its vibrant design, clear messaging, and humorous illustration combine to create a memorable advertisement that captures the essence of the product it promotes. As a historical artifact, it offers valuable insights into the advertising practices and consumer culture of the 1950s, making it a noteworthy addition to the field of vintage advertising and graphic design.

Advertising - Seine - France

Factory in Nogent Sur Marne

Avenir Advertising

Good condition, folds