For the first edition of Geneva Art Week, Geneva Collections is organizing an exhibition on Art and Advertising in the 20th century (September 13-October 13). Advertising objects and posters from the genevacollections.ch marketplace are used to illustrate a journey through the artistic currents in Advertising over the last century.

In ancient marketplaces, merchants etched symbols into stone and wood, crafting primitive advertisements to denote their offerings. Over time, these rudimentary signs evolved into hand-painted banners that graced the fronts of busy shops during the medieval era.

The advent of the printing press in the 15th century brought transformative change. Posters and broadsheets emerged, announcing events, services, and products. As the Industrial Revolution drove urbanization, the demand for effective advertising surged. Hand-painted shop signs became commonplace, while newspapers and magazines disseminated printed advertisements to eager readers.

During the 19th century, the art of lithography and chromolithography introduced vibrant colors and intricate designs to advertising materials. Trade cards, small printed treasures, made their way into the hands of people, showcasing products and services in increasingly imaginative ways.

The 20th century heralded a revolution in advertising signs and memorabilia. Tin signs adorned with colorful illustrations found their place on city streets, propelling brands like Coca-Cola into iconic status. Simultaneously, this era witnessed the merging of art with advertising, as movements like pop art left their imprint on campaigns. Neon signs, with their captivating glow, captured the essence of urban nightlife, illuminating the darkness with promises of products and experiences.

The mid-20th century witnessed the pinnacle of advertising memorabilia. Collectible items such as trays, clocks, and thermometers adorned with logos and mascots became cherished artifacts. These pieces reflected the cultural landscape, symbolizing an era marked by optimism and consumerism.

Across the annals of time, the evolution of advertising has been interwoven with artistic expression. From the rudimentary inscriptions of the past to the dynamic video billboards of today, the influence of art on advertising continues to shape the way products and ideas are conveyed to a global audience.