RAYMOND SAVIGNAC (1907-2002) GITANES. 1953. 61x45 inches, 155x114 cm. Bedos & Cie, Paris. Condition A-: creases in image; minor repaired tear through left margin. Raymond Savignac was one of the most successful and influential poster designers of the post-war period and the inventor of the "visual gag" concept of advertising. He was commissioned by many of France's most popular brands, and in many cases (such as Bic) continued working with these companies for years. For Gitanes [Gypsy] cigarettes. He designed two posters. Each promoted the new cigarettes the company was producing. For years their standard cigarette came in a blue package, but by the early 1950s they began to manufacture a "light" cigarette which was being sold in a green package and a cigarette rolled in corn paper, which they marketed in a yellow package. To impress these new products upon the public, Savignac portrays his charming gypsy woman in three colors and includes the three packages at the bottom to ensure brand recognition. Savignac A-Z, p. 80, Savignac / Japan 11, Savignac / Paris 25.
