Secondo e terzo paragrafo Storia economica inglese

Commercial advertising or political advertising (to push Italian

Ex. Rice (Marinetti), beer, artificial fibers,

products and achieve autarchy)

fuel (Victoria) etc.

Italian advertising model (influenced by Futurism, Depero, etc.) had strong

ties with expressive modernity.

The birth of the UPI (Unione Pubblicità in Italia - Union of Advertising

in Italy)

The 1930s were an important decade of research and innovation (also in the

field of advertising).

Birth of the UPI (Union of Advertising in Italy) which was the creator of

the largest number of advertising campaigns in Italy at the time.

Fascism plays a central role in advertising (Balilla, Colonies, Empire, etc.)

Ex. A fascist fashion?

but fails to give consumer culture its own specific imprint.

No, because the charm of Parisian fashion prevails.

Italy’s economic backwardness (South, inland and mountainous areas) and low

purchasing power: this is another factor that slows down the development

of consumption (and advertising) in Italy. Other factors are the economic

crisis of the 1929, sanctions from League of Nations for the Ethiopian

conquest, and the WW2 in the 1939).

4. THE AMERICAN INFLUENCE

1. The USA in Italy

USA: they experienced the ‘consumer revolution’ as early as the 1920s (50

years before Italy)

Increase in consumption; increase in advertising expenses, advertising

became a sector which created new job positions and wealth.

1922: Luigi Dalmonte’s ACME experience begins. first Italian advertising

agency.

In the USA, they are convinced of the superiority of their advertising

communication model. Dalmonte’s comment in this regard very clear.

JWT case (J. Walter Thompson): teamwork?

Luigi Dalmonte comments (which clearly acknowledges the superiority of

the USA adv system)

Whoever arrives in New York and walks up Old Broadway is blinded by the

majestic glow of and endless row of neon signs that silently speak of an infinity

latest theatre show. If later at night, before he goes to sleep, he decides to

browse through an illustrated magazine, he will marvel at the beauty of its

illustrations, at the influence that advertising has on its content; at the riches,

the abundance, the importance that advertising has in this curious and

fascinating country.

2. From Art to Business

Advertising: more systematicity and more focus on the consumer. We

have a switch, advertising it shouldn't be an art form, but a business tool.

The Target is now the middle class (Bourdieu and Veblen).

At this time markets are growing: advertising has to organize itself in a

more ‘scientific’ way since it is now a tool for the business administration.

MAGA (professor homonymous illustrator) thinks differently, was committed to

preserve advertising as a form of art. (Giuseppe Magagnoli)

Advertising as a Scientific Discipline

Victor Basch: Advertising must become a codified discipline (it is not art,

not made from creativity) and must produce professional experts (like

accountants, the expert in marketing/advertising in now a profession)

Considerations on how visual information has a specific grammar.

Entrepreneurial sensitivity: consequently, it must change.

Expectations of the emerging Italian advertising industry was to be

able to “influence” the consumer (tool for the regime)

Advertising-modernity (Fiat 509 Balilla, in this weekly magazine it is

clear the will to encourage the spread of industry and modernity)

The fascist regime is interested in the possibility of ‘suggesting’ (propaganda-

consent).

Advertising: research and emotions

The spread of the advertising profession (early books on the subject).

Development of research on emotions (love, fear, anger). Early reflections on

soaps and deodorants (against social failure).

Advertising: invites consumers to purchase products that are tools to

solve their personal fears and anxieties. (product now gives a solution to

a personal problem)

Cynically, advertising presents illusions to the consumer, which must be

accepted to continue hoping…

Roberto Pomé’s (one of the firs book authors about advertising) point is very

important: consumers should not be viewed as a flock of sheep who

follow the advice given to them. Consumers must be “listened to” and

their desires and expectations must be deciphered.

Advertising: identifying the target

Consumer goods now have social and identity value, that’s why identifying

the target became very important. It’s need for the advertiser to

understand:

Importance of brands and labels to differentiate the target of products.

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