Description
This large French advertising poster shows the corsair Jean Bart in scarlet dress and polished black boots, planting one foot on a giant tin before a blue seascape of tall ships. The arched headline reads “Jean Bart” above “Cirage Imperméable” (“waterproof shoe polish”).
The lid copy promises “Crème pour chaussures” (“shoe cream”), “Produit Français” (“French product”) and “Souplesse-Durée” (“flexibility-durability”), turning a routine household polish into a patriotic French-made article.
Printed by Les Affiches Lutetia, Paris, the design uses bold 1930s lithographic modelling and theatrical costume to give a utilitarian brand heroic presence.
