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Neptune's Notion

  • Object:


  • Place of origin:

    San Francisco (made)

  • Date:

    1967 (made)

  • Artist/Maker:

    Moscoso, Victor, born 1936 (designer)
    Family Dog Productions (issued by)

  • Materials and Techniques:

    Colour offset lithograph

  • Credit Line:

    Gift of the American Friends of the V&A; Gift to the American Friends by Leslie, Judith and Gabri Schreyer and Alice Schreyer Batko

  • Museum number:


  • Gallery location:

    Prints & Drawings Study Room, room 514, case TOPIC, shelf 11

Born in Spain, Moscoso moved to the States early in his childhood, and went on to study art at Cooper Union in New York City and at Yale University. In 1959 he moved to the west coast of America, first attending the San Francisco Art Institute, and then, after graduation, taking up a post teaching lithography. During the late sixties, he produced concert posters for both Bill Graham’s Fillmore and for the Family Dog.

This poster for the Family Dog reproduces Jean-Auguste-Dominique Ingres' (1780-1867) painting, Jupiter and Thetis, 1811. This reappropriation of other genres of art, in this case Neo-Classical, is characteristic of psychedelic poster art. What is interesting is that just as psychedelic poster artists side-stepped the International Poster Style favoured by Swiss poster artists such as Müller Brockman and Donald Brun, so they largely ignored Modernism. Preferring the popular or traditional, or the kitsch and the decadent, artists preferred to allude to Art Nouveau or the Vienna Secessionists, reworking 19th-century art, engravings and wood-cuts, and even popular cartoons and advertising, references to the artistic avant-garde, to Rothko, Pollock or Picasso are absent.

Physical description

'Neptune's Notion', psychedelic poster advertising a dance concert featuring the late 1960s band, Moby Grape. The main image is taken from Jean-Auguste-Dominique Ingres' (1780-1867) 'Jupiter and Thetis, 1811. The image is printed in pink, blue and yellow, and the central figures are surrounded by fish and waves. One large fish extends from behind Neptune's head to Thetis' face, and the poster's title, 'Neptune's Notion' appears as a pattern on its scales. The event details are printed above the image in highly stylised blue letters on the yellow background. The text reads, 'Moby Grape Dance Concert, Avalon Ballroom. The Charlatans. Feb 24 Fri 25 Sat. Sutter at Vanness, San Francisco. Lights: Van Meter & Hillyard'. The Family Dog logo appears in the lower right-hand corner of the poster.

Place of Origin

San Francisco (made)


1967 (made)


Moscoso, Victor, born 1936 (designer)
Family Dog Productions (issued by)

Materials and Techniques

Colour offset lithograph

Marks and inscriptions

Event details, printed above the image in highly stylised blue letters on the yellow background

Ticket Outlets: Sausalto: Tides Bookstore. Berkeley: Moe’s Books, Discount Records, Menlo Park (?): Keler’s Bookstore. San Mateo:/Town and Country Music Centre, La Mer Cameras & Music (Hillsdale BLVD at 19th). San Francisco: The Psychedelic Shop, Kelly Galleries (3681- A. Sacramento St.)

©©Family Dog Productions, 639 Gough ST, San Francisco Calif. 94102


Height: 50.9 cm, Width: 35.4 cm

Descriptive line

'Neptune's Notion' psychedelic poster No 49-1 by Victor Moscoso for The Family Dog, USA, 1967

Bibliographic References (Citation, Note/Abstract, NAL no)

Christoph Grunberg, ed. Summer of Love: Art of the Psychedelic Era London: Tate, 2005. 239 p. : ill. (some col.) ISBN: 1854375954.


Paper; Ink


Offset lithography

Subjects depicted

Nereids; Deities; Fish; Waves; Psychedelic art; Gods; Music; Nymphs


Prints; Entertainment & Leisure; Advertising; Posters


Prints, Drawings & Paintings Collection

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