jan 1, 1900 - Typical high detail poster design lost much of its appeal by this point, simply due to overexposure to the style.

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This prompted new poster artists, such as Leonetto Cappiello, to strike out and innovate; the birth of Modernism. Cappiello rejected the intense detail that had been the trend previously, instead focusing on simplistic and eye catching posters, intended to immediately catch the viewer's eye even on a busy boulevard. This sensibility has led to some calling Cappiello the father of modern advertising.

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