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.)
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.
Mauzan then started up a new publishing house, Mauzan Morzenti, with Angelo Morzenti as a partner. After a very successful tenure in Italy, where he produced a series of vibrant and striking movie, theatre and advertising posters, books and postcards, Mauzan moved to Buenos Aires in 1927. In Argentina he established the firm of Affiches Mauzan, and continued to work with much success as a graphic artist, particularly in the field of advertising posters, where he enjoyed a contract with the Cosmos agency, the largest in South America. The hundreds of posters Mauzan produced during his five years in Argentina were to have a lasting influence on the graphic arts in the country. In 1932 Mauzan returned to France, where he was under contract with the Société Générale Publicité and Paris-Affiche, and spent the last few years of his life working as a painter.