Originally Posted by noglider

@crank_addict, how do you curate these?

Originally Posted by T-Mar

I’m familiar with this advertisement, having first seen it, circa 1974, in an art book at a University book store. It was created by Decam in 1897 and is based on Gérôme's famous work of the previous year. Lost in the underexposure at the bottom of the poster is the commissioner, Le Vélo- Caténol. Both works are based on an old French proverb, "La Verité sort du puits’, which translates to, “The Truth comes from wells” and can be paraphrased as having to dig deep to get to the bottom of things. The poster title itself, “La Vérité Assise”, means, “The Truth Established”.

The illustration, as appropriated by Decam, contains two recurring themes in early cycling advertisements, the bicycle as liberator of the female sex and the bicycle as panacea for the ills of an ever increasingly industrialized world.

In the Gérôme work, the naked female represents Truth coming out of the well. In classical painting, Truth is typically depicted naked, to signify purity of thought. There are a couple of stories as to the origin of the Naked Truth but I will not delve in them, as in the Decam poster uses nudity in another context. Nude females or those clad in diaphanous garments, were quite common in 1890s cycling advertisements and were not intended to be sexually stimulating. Nor were they aimed at male consumers. They were aimed directly at females and symbolized the appealing, liberating effect of bicycles. Until the arrival of the pneumatic tyred safety bicycle in the 1890s, the female figure was hidden under corsets, layers of pettycoats and floor length dresses. The bicycle ushered in the first reform in female fashion, freeing the female form with less restrictive garments, notably bloomers. More importantly, the bicycle allowed young females the freedom to venture away from under the watchful eyes of parents and chaperons. Early Edwardian era feminists considered the bicycle a symbol of independence and an activity where they were of equal status in a male dominated society. Consequently, in this case, the nudity represents female independence, freedom and reform attributable to cycling.

In the 1890s the bicycle was seen as a benevolent machine, potentially capable of curing the ills of the industrial world. This was another theme exploited in advertising of the era. This aspect is symbolized by the crankset and chain of the well's winch mechanism. The bicycle allows the common man to achieve what is at the bottom of the well and really important in life, physical health and mental health. The latter was achieved by being able to escape the dreary city and rejuvenate himself with the pleasures of the countryside. In this context, the bicycle chain attached to the female leg is not a restraint but symbolizes the bicycle as the link between female liberation and personal well being.

Of course, the advertising also makes the claim that the Caténol bicycle has been established as The Truth (i.e. the purest or best bicycle). The female looks like she's just come to that revelation.

If some of the symbolism sees obtuse, that was part of commercial illustration at the time. Most illustrators were classically trained and it was believed that art should demonstrate reticence, causing the viewer to think and use his imagination. Some of this belief continued into early advertising and the subject poster is an example of the approach, being based on a piece on classical art. If the artwork positively stimulates the mind, the product becomes more attractive by association.

Originally Posted by Hoopdriver

Excellent account. Whereas before I looked at this poster through eyes conditioned by modern day culture, I am now in awe of the depth of this image. Thanks @T-Mar

Originally Posted by crank_addict

Originally Posted by noobinsf