Leonetto Cappiello (9. April 1875 in Livorno, Italy – 2. February 1942 in Cannes, France) was an Italian poster art designer who lived in Paris. He is now often called 'the father of modern advertising' because of his innovation in poster design. The French culture has eroticized the sense of scent and extensively promoted the use of perfumes. With J. Daver perfumes, Cappiello captures this sacred, joyful moment of self-anointment in poster form for every pedestrian fortunate enough to stroll past. Interestingly, look how the fur stole makes a great arrow pointing to the product. J. Daver continued to create exotic scents well into the 1920s, his most memorable being d’Autrefois, de Dentelles, and de Léonard.