Free PR for millions: how a theft made the Mona Lisa iconic. Before 1911, few knew Leonardo da Vinci’s painting. That changed when Vincenzo Peruggia stole it from the Louvre, hid it under his coat, and walked out. Emerging mass media turned the heist into the world’s first global spectacle. For two years, Lisa Gherardini’s portrait dominated headlines, becoming instantly recognizable. People lined up at the Louvre just to see the empty hook. When caught trying to sell it in Florence, Peruggia claimed he wanted to return it to Italy—earning folk hero status. The real twist? It wasn’t Leonardo’s genius or hidden codes that made the *Mona Lisa* a global icon—it was the theft. #искусство #медиа #MonaLisa
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