"As graphic design, posters belong to the category of presentation and promotion, where the image and word must be economical, linked in a single meaning and memorable." (Hollis R,1998,p78) When it comes to the factors that led to the birth of the pictorial poster in the nineteenth century, it is clear that most of them occurred in Paris, France. The Frenchman Jules Cheret had created a new technique that revolutionized the appearance of posters. In addition to Jules Cheret and his success with lithography, I will explore the Belle Epoque, the influence of Ukiyo-e on Henri and Toulouse Lautrec, as well as the impact of the rising middle class and why France played a role important in the artist's development of the medium. During the 1870s posters became the main role of mass communication in Paris. With the rapid growth of posters. Europe and the Americas, Milan and Berlin quickly became the "Art Gallery of the Street" which set a precedent for modern advertising. The Belle Époque or La Belle Époque (French for "Beautiful Age") was a period in European social history that began during the late 19th century and lasted until the First World War. It was a golden age for illustration and graphic design. The posters expressed a unique culture and society and the emergence of a lot of style in that period. One of the most important factors that led to the rise of the pictorial poster was the work and skill of Jules Cheret. He had created a new technique called the three-stone process that allowed the printer to achieve every color of the rainbow with just three separate lithographic stones. Jules Cheret was the son of a printer, he moved to London and “established himself thanks to the generosity of Monsieur Rimmel in his printing house, his career was one of conquest. They all commissioned posters from him.” (Abdy, 1969, p.30) During this period it is clear that Chéret's style has changed and improved, his colors are more radiant and his compositions more effective. He uses illustrations as the main features and reduces text to a minor explanatory role and the effect was incredible. His technique combines text and graphics, posters have become an attractive and powerful artistic innovation in economical mode. For this reason he is known as the "father of modern posters". Cheret's topics were mainly about the gaiety of Parisian nightlife in theaters and cafés..