Propagande commerciale ou publicité politique ? (notice n° 1003065)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03682cam a2200337 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250125134548.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Di Jorio, Irene |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Propagande commerciale ou publicité politique ? |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2022.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 54 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Le fascisme est souvent décrit comme une « période noire » pour la « culture publicitaire » italienne. Pourtant, les activités publicitaires ont connu des développements importants sous le fascisme. Pour en saisir la portée, il faut toutefois dépasser le seul cadre commercial, car celui-ci ne représente qu’une partie limitée du terrain d’exercice du travail publicitaire. Cet article analyse l’émergence d’une « culture publicitaire » en Italie de la Grande Guerre au fascisme. Il interroge la manière dont cette culture se manifeste dans les écrits produits par les publicitaires et/ou destinés aux publicitaires (revues, annuaires, manuels). La perspective diachronique large et l’approche transversale, attentive aux transferts, permettent de cerner les contours d’une « culture publicitaire » internationale et polyvalente, dont les savoirs ont été mis au service de la dictature. Les publicitaires italiens se sont intéressés à la propagande dans le sens politique de l’expression. Ils ont essayé de légitimer leur profession en soulignant l’intérêt stratégique de leurs compétences. Ils ont collaboré à la promotion des « produits nationaux », de l’autarcie économique et de l’idéologie fasciste. Pour ce faire, ils ont mobilisé des connaissances théoriques et techniques aux frontières poreuses, entre propagande commerciale et publicité politique. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Fascism is often described as a “dark period” for Italian “advertising culture”. However, advertising activities experienced important developments under Fascism. In order to understand their significance, it is necessary to look beyond the commercial sphere, as this represents only a limited part of the field of practice of advertising. This article analyses the rise of an “advertising culture” in Italy from the Great War to Fascism. It examines the way in which this culture manifests itself in the writings produced by admen and/or aimed at admen (journals, yearbooks, handbooks). The broad diachronic perspective and the cross-sector approach make it possible to define the contours of an international and versatile “advertising culture”, whose expertise was put at the service of the dictatorship. Italian admen were involved in propaganda activities, in the political sense of the term. They tried to legitimize their profession by emphasizing the strategic interest of their skills. They contributed to the promotion of “national products”, economic autarky and fascist ideology. To do this, they mobilized theoretical and technical knowledge with porous borders, between commercial propaganda and political advertising. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | propagande |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | fascisme |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | publicitaires |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | culture publicitaire |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | techniques de communication persuasive |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | La Pubblicità d’Italia |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | publicité |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | propaganda |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | persuasive communication techniques |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | advertising culture |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | admen |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | fascism |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | advertising |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | La Pubblicità d’Italia |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Sociétés & Représentations | 54 | 2 | 2022-09-12 | p. 99-122 | 1262-2966 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-societes-et-representations-2022-2-page-99?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-societes-et-representations-2022-2-page-99?lang=fr&redirect-ssocas=7080</a> |
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