The talk at the La Garrotxa Museum in Olot on the occasion of the exhibition “Cigarrillos París i la publicitat moderna” was about typography in art. The exhibition bears a collection of final arts posters for the Argentinian cigarette brand Paris, founded by Manuel Malagrida i Fontanet, born in Olot in 1864. The pieces show excellent samples of visual iconic and symbolic elements mixed with lettering and typefaces. The three speakers discussed about the use of pictures but mostly about the lettering and printing techniques. There was also a debate about how texts fits in pictorial arts and its role in the whole message the artwork. From ancient Egypt, to Classic Greek and Roman art, Gothic Baroque and specially in Pop Art. Finally there was a discussion about the role of text in modern advertising.