Let us shed light
Light bulbs & Co. in advertising posters from the first half of the 20th century
Abstract
This essay analyses the rise of electric lighting between the late 19th and early 20th centuries through advertising posters dedicated to lamps and lighting systems. These images, from Italian and European contexts, are not limited to promoting a product, but become true instruments of cultural and symbolic narration. The light bulb emerges as an icon of modernity, associated with concepts of progress, freedom and emancipation, often conveyed through female allegories, mythological references and artistic representations with a strong visual impact. Posters from companies such as Philips, Osram, Edison and Nitens bear witness not only to the technical evolution of lighting, but also to the role of visual communication in shaping the collective imagination. The analysis highlights how advertising in the sector has contributed to transforming the perception of electric light from a technological innovation to a symbol of an era, celebrating the triumph of modernity and anticipating graphic languages that would profoundly mark the visual culture of the 20th century.
References
- AA.VV. (2010). The Belle Époque of Jules Chéret: From poster to décor [La belle Époque de Jules Chéret. De l’affiche au décor]. BNF.
- Bon Salle, G., & Bon Salle, J. (2015). Embracing an icon: The posters of Bernard Villemot. The Poster Art Library.
- Carnévalé-Mauzan, M. (2001). The poster of Mauzan. Poster Please Inc.
- Devynck, T. (1995). The Art Ménager poster in the 20th century [L’affiche d’Art Ménager au XXe siècle]. France Loisirs.
- Manzato, E. (Ed.). (1983). Posters by A. L. Mauzan from the Salce Collection [Manifesti di A. L. Mauzan della Collezione Salce]. Edizione Canova.
- Manzato, E. (Ed.). (2003). Light on the wire: Light bulbs in the posters from the Salce Collection [La luce sul filo: lampadine nei manifesti della raccolta Salce]. Osram, Unindustria.
- Rennert, J. (2004). Cappiello: The poster of Leonetto Cappiello. The Poster Art Library.
- Scalzo, M. (2023). Colored walls: Forms and colors of Italy in the posters by Mario Puppo [Muri colorati. Forme e colori dell’Italia nei manifesti di Mario Puppo]. In XVIII Conferenza del Colore, Lecco.
- Sparti, P. (Ed.). (1990). Changing Italy through the Salce poster collection [L’Italia che cambia attraverso i manifesti raccolta Salce]. Artificio.
Copyright (c) 2025 Author(s)
This work is licensed under a Creative Commons Attribution 4.0 International License.
