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"Long before advertising science began to talk product recognition, Cheret was creating it with his Saxoleine posters. He started out by creating a homey atmosphere with warm friendly colours around the lamp; he then placed an attractive homemaker in close relation to the lamp and let her show pleasure at having such a bright light to illuminate the room. The product itself, a bottle of kerosene, is not shown. But Cheret knew that women would aspire to the beauty and high spirits of his model" (Gold p.20) Selection of Victorian oil lamps available from 'Spiers & Pond's', hardware department 1898.

"Cheret shows great virtuosity in applying the basic rules for attracting attention. Without making any direct reference to a product, the classic eye-catcher, female charm, ranging from near wickedness to domestic respectability, is introduced at precisely the right stop and made symbolic. This particular type with the wasp-waist, billowing skirt, ruched sleeves and a charming glint in the eyes dominated the entrance to the World Exhibition in 1900" (Paris 1900 p.40)