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. An advertising poster for a medicine for ashma and bronchitis. Showing a woman in profile, as common with Cappiello's work, but still allowing the viewer to think it could be any person including themselves.