This advertising poster was designed by Plinio Codognato in 1934. Codognato (1878–1940) was a prominent Italian commercial artist and cartoonist whose output encompassed approximately one thousand posters over his working life.
Codognato established himself as a leading figure in Italian advertising design, serving for about two decades as the official publicist for FIAT, where he created numerous campaigns and founded the Fiat Magazine. Beyond automotive advertising, his poster work extended to major brands including Pirelli, Campari, Cinzano, and Liebig. His earlier career included illustrating Luigi Motta’s novel L’aquila dell’Indostan (1907) and designing what became his most celebrated poster—the advertising placard for the first performance of Verdi’s Aida at the Arena di Verona in 1913.
About Plinio Codognato
A student of Mosè Bianchi, Codognato moved from Verona to Milan toward the end of World War I, where he consolidated his reputation as a commercial illustrator and designer. His work appeared in major periodicals including La Lettura and L’Illustrazione Italiana. A selection of his posters is preserved in the Salce Collection at the Civic Museums of Treviso.
Details
- Creator: Plinio Codognato (1878–1940)
- Year: 1934
- Object type: Advertising poster
- Medium: Commercial design and illustration
Frequently asked questions
Who was Plinio Codognato?
An Italian commercial artist and cartoonist based in Verona and later Milan, Codognato was a leading advertising designer who created approximately one thousand posters across his career, with major commissions from FIAT, Pirelli, and other prominent brands.
What made Codognato notable in advertising?
Codognato served as FIAT’s official publicist for roughly twenty years and designed one of Italy’s most celebrated posters—the 1913 advertisement for the premiere of Verdi’s Aida at the Arena di Verona, establishing his reputation as a master of commercial design.
Where can examples of his work be seen today?
A selection of Codognato’s posters is held in the Salce Collection at the Civic Museums of Treviso.
