Gino Boccasile’s Visual Mastery: A Deep Dive into His Iconic 1930s and ’40s Posters

When one looks back to the bygone era of the 1930s and ’40s, the world was immersed in the stark contrast of glamor, propaganda, and the shadows of war. In these turbulent times, art found a voice of its own, and one of the most prominent visual communicators of this age was Gino Boccasile.

An Artistic Phenomenon: Gino Boccasile

Born in Bari, Italy, Gino Boccasile had an early encounter with adversity, losing an eye in childhood. But, as fate would have it, his artistic vision transcended the capabilities of many with two. Boccasile was not just an artist; he was a prodigy. By 14, his talent was undeniable, and soon, his designs would shape the aesthetic benchmarks of an entire era.

1930s – The Rise of the Commercial Poster:

The 1930s saw the ascendancy of commercial art. Advertisements weren’t just about selling a product; they were about selling a dream. Boccasile’s posters, with their voluptuous women, stylish men, and seductive fragrances, weren’t just depictions – they were experiences. Brands like Ricordi and Carosello leveraged his ability to turn mundane products into objects of desire. His artwork was more than just visually appealing; it tapped into the very psyche of the consumer.

1940s – Propaganda and the Shadows of War:

The 1940s brought a shift. The world was at war, and art became a tool – a medium of communication and propaganda. Boccasile, ever the adaptive genius, transitioned from commercial art to creating compelling war-time posters. His designs, replete with vivid imagery and nationalistic fervor, became instruments of motivation and morale during Italy’s Fascist regime.

However, Boccasile’s work during this era was not without its controversies. Some posters, often deeply rooted in propaganda machinery, reflected the prejudices and biases of the time. These artworks remain a testament to the power of visual communication, even if they might clash with contemporary sensibilities.

#1 Achille Banfi Soap, Milano, circa 1930s

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#2 Caffeol, Il migliore surrogato del caffè, circa 1930s

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#3 Estratto Olandese Marca “Moretto”, Il migliore surrogato del caffè, 1930

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#4 La Posata ideale, Wellner, Firenze, 1930

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#5 La Tessile, Milano, circa 1930s

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#6 Pastiglie al Mugòlio con Clorofilla, circa 1930s

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#7 San Remo, Torneo Internazionale, March 1930

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#8 Gevaert, La pellicola delle belle fotografie, 1931

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#9 50 Gran Rifa de Automóviles Ford, May 1932

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#10 Calendar, Riunione Adriatica di Sicurta, 1934

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#11 XV Fiera di Milano, April 1934

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#12 Bantam, Cervo, Italia, circa 1935

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#13 Mostra Nazionale dello Sport, Milano, 1935

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#14 Disseta e Tonifica, Amaro Felsina Ramazzotti al Seltz, 1936

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#15 Federazione Italiana Nuoto [Diver], 1936

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#16 Federazione Italiana Nuoto [Start], 1936

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#17 Federazione Italiana Nuoto [Water Polo], 1936

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#18 L’Anonima Grandine, Milano, 1936

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#19 Compagnia del Teatro di Venezia, 1937

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#20 Diadermina, Salute della pelle, circa 1937

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#21 Galtrucco tessuti, circa 1937

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#22 L’Anonima Grandine, Milano, 1937

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#23 Salute della Pelle, Diadermina, 1937

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#24 Lugano, Suisse, Southern Switzerland, Schweiz, 1939

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#25 Miscela Marca Bricco, Sostituisce il Caffè, 1939

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#26 Apparecchi Sanitari, Tuberie in Grès, Manifattura Ceramica Pozzi, circa 1940s

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#27 Appuntamento con la Salute, alle Terme di Castroreale-Bagni, Messina, circa 1940s

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#28 Arzente Ramazzotti, circa 1940

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#29 Besana Panettoni, Milano, circa 1940s

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#30 Calze Fer, Un velo di Seduzione, circa 1940s

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#31 Chlorodont, Sviluppa Ossigeno, circa 1940s

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#32 Manifattura Ceramica Pozzi, circa 1940s

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#33 Millefiori Cucchi, circa 1940s

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#34 Molle Rejna, Milano, circa 1940s

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#35 Alla Rinascente “Tessuti tipo” Leumann, 1941

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#36 Haiti Coffee Corporation, circa 1948

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#37 Lama Bolzano, circa 1948

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#38 Milioni, Milioni, Milioni… Grande Concorso Uova Pasquali, Ivlas, Milano, circa 1948

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#39 Burro Optimus, Polenghi Lombardo Lodi, 1949

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#40 2a Fiera del Regisole, Mostra Internazionale della Macchina per Cucire, 1949

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