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POSTER OF THE MONTH

vintage French sports poster Favor 1936
L.Matthey
61 1/2" x 46"
A-,L


The world of sports is far deeper than we often think. When, for instance, the vintage poster for Favor cycles--our Poster of the Month--flashes the tag-line, "going to the end," it includes a sense of "end" more nuanced than any rocket scientist.
The three versions of bikes have been distributed in a schematic way, to draw attention to the remarkable nature of the action. The schema of the road is an arrow which actually comprises a lightning bolt, a dynamic highlight touching nature itself. The pragmatic bull's eye covers the common aspect of driving; the golden field of the motion and the surround speaks to something far beyond the pragmatic. A color schema also deals with an open road to mystery. The slowest vehicle, bearing down upon an everyday target, still finds itself obliged to accommodate the golden treasure which this apparently machine-saturated convoy thrives on. The light power-bike signals its affinities to extremity by the blue darkness of its surface. The red-hot, full-scale force, taking precedence over the others, implies wild joy; and also wild danger! Rounding out this play of primordial symbolism, the firm's name, "Favor," implies being much in favor, This would be more a hope than a sure thing.


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