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By the 1890s, poster art had widespread usage in other parts of Europe, advertising everything from bicycles to bullfights. By the end of the 19th century, during an era known as the Belle Époque, the standing of the poster as a serious artform was raised even further. Between 1895 and 1900, Jules Chéret created the Maîtres de l'Affiche (Masters of the Poster) series that became not only a commercial success but is now seen as an important historical publication. Alphonse Mucha and Eugène Grasset were also influential poster designers of this generation, known for their Art Nouveau style and stylized figures, particularly of women. Advertisement posters became a special type of graphic art in the modern age. Poster artists such as Théophile Steinlen, Albert Guillaume, Leonetto Cappiello, Henri Thiriet and others became important figures of their day, their art form transferred to magazines for advertising as well as for social and political commentary. . Indeed, as design historian Elizabeth Guffey notes, “As large, colorful posters began to command the spaces of public streets, markets, and squares, the format itself took on a civic respectability never afforded to Victorian handbills. ”

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