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"Advertising Italy History."
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Marketing modernity : Italian advertising from fascism to postmodernity
\"Marketing modernity traces the development of consumer culture in Italy from the 1920s to the present day. In so doing, Adam Arvidsson argues that the culture of consumption we see in Italy today has its direct roots in the social vision articulated by the advertising industry in the years following the First World War. He then goes on to discuss how that vision was further elaborated by advertising's interaction with subsequent major actors in twentieth-century Italy: Fascism, post-war mass political parties and the counter-culture of the 1960s and 1970s.\"--Jacket.
Book
Italian marketing history
This special ebook, edited by Professor Jonathan Morris, originated in a session held at the CHARM conference in Copenhagen 2013 and presents a number of chapters in which several distinctive aspects of Italian marketing history are identified. We begin with the chapter by Nando Fasce and Elisabetta Bini \"Irresistible Empire or Innocents Abroad? American Advertising Agencies in Postwar Italy\", which contrasts the experience of JWT and McCann Erickson in establishing operations in Italy at different moments during the development of the domestic market, employing very disparate strategies to do so. Patrizia Battilani and Giuliana Bertagnoni in their chapter on \"The Use of Social Networks in Marketing: the Italian Cooperative experience\" analyse the very particular approach to marketing developed by the left-leaning cooperative movement during the post-war era. Roberto Parisinis contribution discussing \"The Commercial Revolution and Local Government in Red Bologna (1959-1981)\" again focuses on the political dimensions of the rapid transition to a mass consumer society, and the ways that this was managed within the context of the Communist administered city. The chapters by Carlo Marco Belfanti, and Elisabetta Merlo and Mario Perugino, draw our attention to another distinctive element of Italian marketing - that is the relationship between the present and the past - and, in particular, the use of this by the countrys fashion industry. What about brand heritage as an asset within the Italian market? Alberto Guenzi and Carlo Mari conclude with two longitudinal studies of brands that have become icons of Italianess among consumers, Fabbri 1905, a producer of industrial food products, most notably a morello cherry syrup known as Amarena, and Bianchi, the most well-known Italian bicycle manufacturer.
eBook
Bodily Regimes
A provocative reading of the use and manipulation of the body in advertising under Italian fascism, Bodily Regimes offers an enlightening look at the relationship between fascism and capitalism. It is unique in its focus on the intertwined relations of race, class, and gender in the construction of the Italian subject.
eBook
Italian marketing history
This special ebook, edited by Professor Jonathan Morris, originated in a session held at the CHARM conference in Copenhagen 2013 and presents a number of chapters in which several distinctive aspects of Italian marketing history are identified. We begin with the chapter by Nando Fasce and Elisabetta Bini \"\"Irresistible Empire or Innocents Abroad? American Advertising Agencies in Postwar Italy\"\", which contrasts the experience of JWT and McCann Erickson in establishing operations in Italy at different moments during the development of the domestic market, employing very disparate strategies to
Publication
Bodily regimes
A provocative reading of the use and manipulation of the body in advertising under Italian fascism, Bodily Regimes offers an enlightening look at the relationship between fascism and capitalism. It is unique in its focus on the intertwined relations of race, class, and gender in the construction of the Italian subject
Publication
Cover Essay: Fusing Technology with Art in Advertising
The relationship between art and technology in the late nineteenth century was contested but increasingly characterized by a harmonious integration that reflected a progressive and optimistic view of technological innovation. This cover essay examines an advertising poster designed by the German-Italian commercial artist Adolfo Hohenstein for a public exhibition of infants in incubators, which opened in Paris in 1896. Hohenstein's poster for the Maternité Lion , with its distinctive and innovative use of an art nouveau style, captures the widespread enthusiasm for the new technologies and industries that characterized the art nouveau movement. The aesthetics of art nouveau expressed a broader cultural optimism about modernity and progress around the turn of the twentieth century. Hohenstein's poster exemplifies this by providing an aestheticized and exhibitory framework for introducing the incubator as a new technology, specifically to appeal to women.
Journal Article
The Shortening of Leukocyte Telomere Length Contributes to Alzheimer’s Disease: Further Evidence from Late-Onset Familial and Sporadic Cases
Telomeres are structures at the ends of eukaryotic chromosomes that help maintain genomic stability. During aging, telomere length gradually shortens, producing short telomeres, which are markers of premature cellular senescence. This may contribute to age-related diseases, including Alzheimer’s disease (AD), and based on this, several studies have hypothesized that telomere shortening may characterize AD. Current research, however, has been inconclusive regarding the direction of the association between leukocyte telomere length (LTL) and disease risk. We assessed the association between LTL and AD in a retrospective case–control study of a sample of 255 unrelated patients with late-onset AD (LOAD), including 120 sporadic cases and 135 with positive family history for LOAD, and a group of 279 cognitively healthy unrelated controls, who were all from Calabria, a southern Italian region. Following regression analysis, telomeres were found significantly shorter in LOAD cases than in controls (48% and 41% decrease for sporadic and familial cases, respectively; p < 0.001 for both). Interestingly, LTL was associated with disease risk independently of the presence of conventional risk factors (e.g., age, sex, MMSE scores, and the presence of the APOE-ε4 allele). Altogether, our findings lend support to the notion that LTL shortening may be an indicator of the pathogenesis of LOAD.
Journal Article
The Birth of a Business Icon through Cultural Branding: Ferrari and the Prancing Horse, 1923–1947
This article examines the origin of the “Prancing Horse” symbol and its role in helping the racing team Ferrari survive under the fascist regime in Italy. Enzo Ferrari, the company’s founder, adopted the coat of arms of Francesco Baracca, the most renowned Italian military aviator during World War I, as the logo of his new racing team. By repurposing it from military aviation to motorsport, he benefitted from powerful cultural associations and strong political and cultural endorsement of Baracca’s persona. Drawing from scholarship on cultural branding and consumer culture, this study shows how new companies can establish powerful business icons by borrowing symbols connected to populist worlds and national ideologies, and transferring them to various industries. Strategic repurposing thus emerges as a distinct process within cultural branding to obtain institutional support and establish powerful brand identities in challenging contexts.
Journal Article