http://www.idesirevintageposters.com/cappiello-bec-regina-1901.html
Posterist, Leonetto Cappiello (1875-1942), was a giant. As you know, giants come in many appearances, but the giant that was Cappiello was unique in the understanding of the sea change occurring in his era. Of course there were precursors of Cappiello in lithographic advertisements, embracing the facility to dazzle shoppers with bold images of products and services, upon public areas. But those worthies –students of the likes of Art Nouveau and Arts and Crafts–instinctively (even reverently) depend upon sacred values. It was Cappiello (along with graphic designers finding the skein which eventually appeared as Art Deco) who saw fit to lace his art with paradox.
As such, our first instance, a brand of kerosene lamp, very well introduces the self-contradiction of a product already somewhat overtaken by the electric lamp. However, there was here the ramping up of fiery incandescence creating and sustaining an enigma.