Achille Lucien MAUZAN
(Gap 1883 - Gap 1952)
Sir: Primo ed Unico Registratore Italiano
Signed and dated Mauzan 925 at the right centre.
534 x 385 mm. (21 x 15 1/4 in.)
PREVIOUS PRICE: £6,200
SALE PRICE: £4,500
Reverse-painted on a sheet of glass, the present work is a design for an advertisement for Sir, an Italian manufacturer of cash registers, which was printed in 1925 as a lithographic poster in colours. The bold typography announces the ‘Primo ed Unico Registratore Italiano’ (‘the first and only Italian cash register’), while the image adds a humorous touch wholly characteristic of the artist, depicting a shop owner contentedly enjoying his new register while letting it do the accounting for him. The text further highlights the native origins of the Sir machine, claiming that ‘Italiani date la preferenza al prodotto italiano’ (‘Italians give preference to Italian products’).
The same advertising image also appeared as one of a series of small decorative postcards produced by Mauzan.