000			01692cam a2200229 4500500
005			20250121145727.0
041			_afre
042			_adc
100	1	0	_aDe Iulio, Simona _eauthor
700	1	0	_a Vinti, Carlo _eauthor
245	0	0	_aItalian Advertising and the American Model
260			_c2008.
500			_a47
520			_aThis 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			_aadvertising agencies
690			_agraphic design
690			_aadvertising
690			_aItaly
690			_aamericanization
786	0		_nVingtième Siècle. Revue d’histoire | o 101 | 1 | 2008-12-22 | p. 61-80 | 0294-1759
856	4	1	_uhttps://shs.cairn.info/journal-vingtieme-siecle-revue-d-histoire-2009-1-page-61?lang=en&redirect-ssocas=7080
999			_c592294 _d592295