Colour lithograph
79 x 120cm
1928
The commissioning of a costly poster artist to advertise a tractor brand might strike a contemporary viewer as a somewhat incongruous choice. It is however indicative of the prestige attached to poster advertising in this period, and the belief in its efficacy for a range of products beyond luxury goods. Rather than focus on the tractor, Loupot created a seemingly endless landscape, with heavily tilled rows of earth. The blue tractor is seen approaching in the background, its beauty complemented by the effect of its productivity created through the diagonal rows of earth and the dynamic contrasting tilt of the letters spelling out the product. wledge of the highly ‘artistic’ style in which he treats his subject.