The industrialization, the development of urbanism enhanced by the vehicular traffic and the fact pace city life, demanded advertisers to come up with new marketing eye -grabbing techniques. The elaborate Art Nouveau complexity was no longer effective since the passersby moved to quickly to appreciate the symbolism of Art Nouveau advertising posters.
The rejection of the ornamental Art Nouveau and the pursuit of new simplified and minimal illustrations aiming at inducing the consumption behaviour, generated the Object Poster as known as Sachplakat style. Poster Object could be defined as a verbal/visual technique that puts in the foreground the advertised object and its proper brand name. This simple and laconic stylization functioned as a mnemonic cue since passersby could easily read the mere declarative message.