ARRIVAL OF MAJOR AMERICAN AGENCIES IN ITALY AS A FACTOR OF THE ITALIAN SOCIETY DEVELOPMENT IN THE 50-70S OF THE XX CENTURY
Yakutina Elena Nikolaevna
Moscow University for the Humanities
Submitted: 03.05.2018
Abstract. Advertising has an impact on the formation of public consciousness and culture. The article deals with the history of Italian advertising of the 50-70s of the XX century, which is characterized by the arrival of American agencies in the peninsula, and, with them, the introduction of new competencies and opportunities, new ways of developing commercial concepts of impact on public opinion and consumption. The author cites the facts, not published in our country, of the period of the "economic miracle", when Italian design was establishing in the international arena together with the names of the largest brands: Olivetti, Ivrea, Barilla. The introduction of this subject in the practice of teaching the history of advertising in profile universities is proposed.
Key words and phrases: реклама, история рекламы, история зарубежной рекламы, история рекламы Италии, Olivetti, Ivrea, Barilla, advertising, history of advertising, history of foreign advertising, history of advertising in Italy, Olivetti, Ivrea, Barilla
Open the whole article in PDF format. Free PDF-files viewer can be downloaded .
References:
AAVV. Lo studio Boggeri, 1933-1981. Milano, 1981. 120 p.
Barilla P. Tutto ? fatto per il futuro, andate avanti con coraggio [Elektronnyi resurs]. URL: https://issuu.com/barilla/ docs/pietro_barilla___tutto____fatto_per (data obrashcheniya: 07.06.2018).
Bollettino IAD / Istituto accertamento diffusione. Milano: [s.n.!, 1961 (Descrizione bastata su n. 1, gennaio 1968, anno 7)] [Elektronnyi resurs]. URL: http://www.adsnotizie.it/file/01-59/audipress/Pubblicazione%2001.pdf (data obrashcheniya: 07.06.2018).
Ceserani G.-P. Storia della pubblicit? in Italia. Roma. Bari: Laterza, 1988. 292 p.
Giuliani G. Societ?, cultura e pubblicit? in Italia dal secondo dopoguerra ad oggi / Tesi di Laurea. Milano: Universit? Commerciale Luigi Bocconi di Milano, 2004. 191 p.
Pitt?ri D. Fabbriche del desiderio. Manuale delle tecniche e delle suggestioni della pubblicit?. Roma, 2000. 323 p.
Ragone G., Laurenzi E. Analogie. Introduzione al. lingvaggio pubblicit?. Napoli, 2001. 256 p.
Storia della pubblicit? in italia, sintesi di psicologia della comunicazione. Libera Accademia Belle Arti (LABA) [Elektronnyi resurs]. URL: https://www.docsity.com/it/storia-della-pubblicita-in-italia/588631/ (data obrashcheniya: 07.06.2018).
Русский
