“As graphics, posters belong to the category of presentation and promotion, where the image and the word must be economical, linked in a unique sense and memorable. » (Hollis R, 1998, p78) When it comes to the factors that led to the rise of the pictorial poster in the 19th 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. Besides Jules Chéret and his success with lithography, I will explore the Belle Epoque as well as the Ukiyo-e influence on Henri on Toulouse Lautrec as well as the impacts of the rising middle class and why France played an important role in the artist. development of the media. During the 1870s, posters became the main role of mass communication in Paris. With the rapid growth of posters. In Europe and America, Milan and Berlin quickly became the "Street Art Gallery", setting a precedent for modern advertising. The Belle Époque or La Belle Époque (French for "Belle Epoque") was a period in European social history that began in the late 19th century and lasted until World War I. It was a golden age for illustration and graphic design. Posters expressing a unique culture and society and the emergence of many styles during this era. One of the most important factors that led to the rise of the pictorial poster was the work and skills of Jules Cheret. He had created a new technique called the three-stone process that allowed the printer to achieve all the colors of the rainbow with as few as three separate lithographic stones. Jules Chéret was the son of a type composer, he settled in London and was “established thanks to the generosity of Mr. Rimmel in his own printing company, his career was one of conquest. Everyone ordered posters from him. » (Abdy, 1969, p.30) During this period, we see that Chéret's style changes and improves, his colors are more vibrant and his compositions more effective. He uses the illustrations as the main features and reduces the text to a minor explanatory role and the effect is incredible. Its technique makes it possible to combine text and graphics, posters have become an attractive and powerful artistic innovation in economic mode. This is why he is known as the “father of modern posters”. Cheret's subject mainly dealt with the gaiety of Parisian nightlife in theaters and cafes..