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When advertisement is the real show: “Pubblicità!”
From slogans printed in large letters on illustrated posters to commercials broadcast on the 20th century’s new media, television and radio: “Pubblicità!” (“Advertisement!”) showcases some 70 years of history in Italy’s modern communication.
Until December 10th 2017, at the Magnani-Rocca Foundation’s Villa dei Capolavori in Mamiano di Traversetolo, near Parma, you have the chance to feast your eyes on two hundred pieces including sketches, poster ads, fliers, brochures, tin signs and packaging illustrations.
The exhibit also features amazing work by artists from Dudovich to Codognato, from Nizzoli to Cappiello, from Testa to Mauzan, to mention but a few, created between 1890 and 1957.
It all makes for an interesting itinerary along the history and evolution of communication in advertisement.
Plinio Codognato, "Spumanti Cinzano", 1930
Mario Puppo, "Capri", poster ad mockup, ca. 1952, Cinisello Balsamo, Silvana Editoriale Collection
Leonetto Cappiello, "Fernet Branca, king of amaro", 1909
Marcello Dudovich, "Liquore Strega", poster ad, 1906, Alassio (SV), Alessandro Bellenda Collection, L'Image Gallery
On the left: Erberto Carboni, "Barilla, la pasta del buon appetito", poster ad, 1952, Parma, Archivio Storico Barilla; on the right: Armando Testa, "Punt e Mes", poster ad sketch, undated (1960), Csac, Università di Parma
On the left: Marcello Dudovich for Mele & C.Napoli, "Confezioni per Signora", poster ad, ca. 1908, Alassio (SV), Alessandro Bellenda Collection, L’Image Gallery; on the right: Enrico Sacchetti, "Bitter Campari", poster ad, 1921, Alassio (SV), Alessandro Bellenda Collection, L’Image Gallery
Raymond Pierre Guillaume Savignac, "Cinzano soda, aperitivo gradevolmente amaro", advertisement mockup, ca. 1950, courtesy of Galleria del Laocoonte, Rome
Packaging for Caffè Rossa, precursor of Lavazza Qualità Rossa, late 1800s-early 1900s
