Design Literacy: Understanding Graphic Design

last centuries [sic] art was advertising oriented.” The suggestion being that
the paintings of the past, exalting war, religion, and even love, were
instruments of sales. Depero believed that the artist’s individuality
expressed as a selling tool was the best means to stimulate artistic dialogue
with the public. Therefore, he would only work for clients (such as
Campari) who gave him license. With such assignments he deliberately
used the product as the source of his own iconography, inspiring, he
believed, “a new pictorial taste for the image.”