#12387 Rafael De Penagos

Here we observe a monochrome advertisement featuring a figure presenting a ceramic pitcher on a tray. The composition is dominated by the central figure, rendered in a stylized manner with exaggerated features and a dark complexion. They are positioned at a slight angle, extending the tray towards the viewer, creating an invitation to partake or consider the product being advertised.
The individual’s attire consists of what appears to be a patterned garment over a white underlayer, adorned with decorative elements around the neck. A distinctive headpiece, resembling a stylized helmet or crown, sits atop their head, further emphasizing their presence and perhaps suggesting an elevated status or role. The lighting highlights the contours of the face and body, contributing to a sense of dramatic emphasis.
The background is largely dark, providing contrast that draws attention to the figure and the text overlaying the composition. Prominently displayed at the top are the words CHOCOLATE AMATLLER, while “MARCA LUNA” appears near the bottom. The artists signature, Denagostini, can be seen in a smaller font towards the lower left corner.
Subtexts within this advertisement suggest a complex interplay of themes related to labor, identity, and consumerism. The figure’s presentation evokes associations with servitude or domestic work, potentially reinforcing historical power dynamics. The exaggerated features and stylized depiction could be interpreted as either an attempt at exoticization or a deliberate effort to create a memorable and striking visual representation for the product.
The choice of presenting a person of color in this context raises questions about the role of race and ethnicity in advertising practices during the period. It is possible that the image aimed to associate the chocolate brand with notions of authenticity, tradition, or even perceived exoticism, though these associations would be viewed through a critical lens today. The overall effect is one of calculated visual messaging designed to attract attention and promote consumption, while simultaneously revealing underlying cultural assumptions about labor, identity, and representation.