Decadence
Chapter 6 looks to the end of the nineteenth century to study the rise of the artistic advertising poster. Posters were mass-produced, disposable, and advertised commodities like cocoa and the circus. But they also starred in major art exhibitions in London and Paris and were attacked for their “decadent,” avant-garde styles. In fact, posters offer surprising insight into the Decadent Movement, which is usually associated with 1890s literary authors like Oscar Wilde and Joris-Karl Huysmans. The chapter shows how decadence manifested in visual media, including the advertising poster. Though decadence typically connotes aristocratic nostalgia, it was in fact reacting to a new, middle-class consumer culture of which it was very much a part. The graphic designer Aubrey Beardsley used decadent visual styles to create advertising posters, shocking critics while successfully marketing consumer goods. As posters became metaphysical symbols of commercial modernity, some feared that they presaged imminent cultural decline.