La publicité italienne et le modèle américain (notice n° 979061)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03065cam a2200301 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250125124135.0 |
| 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 | De Iulio, Simona |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | La publicité italienne et le modèle américain |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2008.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 47 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | RésuméCet article propose d’examiner la transformation des métiers de la publicité en Italie entre l’après-guerre et 1960 en s’interrogeant, en particulier, sur la confrontation entre, d’une part, les méthodes et les pratiques de l’ advertising américain et, d’autre part, les connaissances et les savoir-faire des publicitaires et, notamment, des graphistes italiens s’inspirant de la pensée et de l’esthétique modernistes. À travers l’analyse de multiples sources (presse spécialisée, actes de congrès des organisations professionnelles, « littérature grise », ouvrages monographiques), nous reconstruisons le débat qui a accompagné la diffusion en Italie des agences et des techniques publicitaires américaines. L’examen de ces discussions, qui ont eu lieu dans une période cruciale de l’expansion de l’industrie publicitaire en Italie, aide à mieux comprendre comment et pourquoi certaines pratiques de l’ advertising américain ont été acceptées, d’autres rejetées et d’autres encore intégrées dans la tradition existante, et comment et pourquoi certaines d’entre elles ont engendré des solutions tout à fait nouvelles et originales. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This article deals with the transformation of the advertising professions in Italy between 1920 and 1960. It particularly focuses on the confrontation between, on one hand, American advertising methods and practices and, on the other, advertising people’s knowledge and know-how, and specifically, Italian graphic designers who were inspired by modernist aesthetics and thinking. By analyzing different sources (specialized press, congress proceedings of professional organizations, « grey literature », monographic works) we try to reconstruct the debate that accompanied the arrival of American advertising agencies and techniques in Italy. The study of such discussions, which occurred during a crucial period for the expansion of the advertising industry in Italy, helps to understand how and why some practices of American advertising were accepted, others rejected and still others incorporated into the pre-existing tradition, producing entirely new and original solutions. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Italie |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | agences publicitaires |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | design graphique |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | américanisation |
| 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 | advertising agencies |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | graphic design |
| 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 | Italy |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | americanization |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Vinti, Carlo |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Vingtième Siècle. Revue d'histoire | 101 | 1 | 2008-12-22 | p. 61-80 | 0294-1759 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-vingtieme-siecle-revue-d-histoire-2009-1-page-61?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-vingtieme-siecle-revue-d-histoire-2009-1-page-61?lang=fr&redirect-ssocas=7080</a> |
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