Carosello: a milestone in the history of communication


by Barbara Palladino

The Magnani Rocca Foundation presents “Carosello. Advertising and Television 1957-1977” at Villa dei Capolavori near Parma: a journey across popular creative work by Armando Testa, Erberto Carboni, Raymond Savignac, Giancarlo Iliprandi, Pino Tovaglia and many more famous names in communication.

This is the second exhibition after the one dedicated to the history of advertising in the 1890-1957 period, focused on the birth of this form of communication and on the advertisement poster.

This time, a new medium takes center stage: television, which truly became part of Italian households thanks to the Carosello, a daily show that first launched iconic characters such as La Linea (“The Line”) by Osvaldo Cavandoli, Calimero by Pagot and Angelino by Paul Campani – which brought to life advertisement, but went down in the history of communication.

The exhibition showcases sketches, animation cels and storyboards, as well as advertisement posters featuring famous singers of the time (from Frank Sinatra to Ornella Vanoni, from Patty Pravo to Gianni Morandi), directors such as Ettore Scola and Luciano Emmer, actors like Totò and Alberto Sordi, or beloved Italian TV personalities including Mike Bongiorno, Sandra Mondaini and Raimondo Vianello.

Amongst the many memorabilia and historical pieces, don’t miss the rare animation cels used to animate “caroselli” with King Arthur and the knights of the round table, Topo Gigio’s adventures – promoting Pavesini cookies from 1963 to 1975 – and even advertisements starring Mina, with costumes designed by Piero Gherardi (Fellini’s costume designer), from the Barilla Historical Archives.


“Carosello. Advertising and Television 1957-1977”
Open until 8 December 2019
Magnani Rocca Foundation

Via Fondazione Magnani Rocca, 4
Mamiano di Traversetolo (Parma)

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Carosello: a milestone in the history of communication

Mamiano di Traversetolo
Via Fondazione Magnani Rocca, 4