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JULES CHERET

1836 - 1932

Jules Cheret born in Paris to a poor but creative family of artisans, a lack of finances meant Jules Cheret had a very limited education. At age thirteen, he began a three-year apprenticeship with a lithographer and then his interest in painting led him to take an art course at the Ecole Nationale de Dessin. Like most other fledgling artists, Cheret studied the techniques of various artists, past and present, by visiting Paris museums.

 

He was trained in lithography in London, England, from 1859 and 1866, and there he was strongly influenced by the British approach to poster design and printing. On returning to France, influenced by the scenes of frivolity depicted in the works of Jean-Honore Fragonard and other Rococo artists such as Antoine Watteau, Cheret created vivid poster ads for the cabarets, music halls, and theaters such as the Eldorado, the Olympia, the Folies Bergères, Theatre de l'Opera, the Alcazar d'Ete and the Moulin Rouge.

 

So much in demand he was, that he expanded his business to providing advertisements for the plays of touring troupes, municipal festivals, and then for beverages and liquors, perfumes, soaps, cosmetics and pharmaceutical products. Eventually he became a major advertising force, adding the railroad companies and a number of manufacturing businesses to his client list.