Raymond Savignac - Garap. Vers 1953. Affiche lithographiée originale, pour la Semaine mondiale de la publicité à Paris. - 1950s

Raymond SAVIGNAC (1907-2002). Garap. Circa 1953. Original lithographed poster, for the World Advertising Week in Paris.
80 x 58 cm. Signed in the plate at the bottom left. Not mounted.
Garap the enigmatic: for the World Advertising Week of 1953, Savignac created this curious character with a pink top hat, a black wolf, and a cigar. It was pasted all over France, but what was he selling? Nothing but the power of advertising itself. An episode that has become legendary in the history of French advertising.
Savignac (1907-2002), a pupil of Cassandre, is the author of the most famous posters of the postwar era: the Monsavon cow, Aspro, Gitanes, Cinzano, Bic, Perrier… He used to say of himself that he was “born at the age of forty-one, from the udders of the Monsavon cow.”
Condition: unmounted poster, horizontal creases, small tears and edge losses (notably on the right edge), small stains. Colors bright and well preserved.