Title: Lavalette
Artist: Serracchiani
Year of Publication: 1923
Publisher:
Language:
Size:
Index Number: 00300

Description:

This 1923 poster is an advertisement for Lavalette, a French mechanical parts company. In many ways the poster speaks greater volumes about the technological advancements of the early-twentieth century than it does about Lavalette’s products. A representation of ‘man’ sits atop of the world. His gigantic presence dwarfs the automobiles, airplanes, and power-operated machinery that encircle him, emphasizing the power of man as the maker of such marvels. This juxtaposes the imagery of other posters in the collection where airplanes are elevated to the highest level, which celebrates the prowess of the technical marvel itself.

This representation of man’s ascension above earth is also a representation of apotheosis – the transformation of man from mortal to divinity and, likewise, a transcendence of earthly limitations. A common theme in Ancient Roman art, the notion of apotheosis has resonated throughout the discourse of Western

art and persisted as part of the visual vernacular and cultural consciousness. This imagery suggests that man’s ability to manufacture such technology is godly, not human. As man rests upon the earth he looks toward the starter in his palm and watches as a goddess rises from the engine part supporting the Lavalette logo, marketing the brand by suggesting its products are godly in quality.

The poster specifically advertises Lavalette’s starters (démarreurs), electrical generators (dynamos) and electro-magnetic generators (magnétos). These different products are all examples of the development of ignition systems to be used in automobiles, machinery, and airplanes like those pictured in the advertisement.