Hostname: page-component-78c5997874-4rdpn Total loading time: 0 Render date: 2024-11-03T00:08:53.796Z Has data issue: false hasContentIssue false
  • English
  • Français

Between Fascism and the American Dream

Advertising in Interwar Italy

Published online by Cambridge University Press:  04 January 2016

Adam Arvidsson
Get access Rights & Permissions [Opens in a new window]

Extract

Whoever arrives inNewYork and walks up “Old Broadway” will immediately find himself blinded by the royal splendour of an endless row of neon signs that silently speak of an infinity of products: from gramophones to silk stockings, from show polish to the latest theatre show. If later, before going to sleep, he decides to browse through an illustrated magazine, he will marvel at the beauty of its illustrations, at the influence that advertising has on its content; at the riches, the abundance, the importance that advertising possesses in this curious and fascinating country.

Type
Research Article
Information
Social Science History , Volume 25 , Issue 2 , summer 2001 , pp. 151 - 186
Copyright
Copyright © Social Science History Association 2001

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

, Aa. , Vv. (1983) La casalinga riflessiva: La cucina razionale come mito domestico negli anni ’20 e ’30. Catalogo mostra. Rome: Palazzo delle Esposizioni.Google Scholar
, Aa. , Vv. (1984) L'economia Italiana tra le due guerre 1919-39. Milan: Ipsoa.Google Scholar
Adamson, W. L. (1993) Avant Garde Florence:From Modernism to Fascism. Cambridge: Harvard University Press.Google Scholar
Aglietta, M. (1978) A Theory of Capitalist Regulation. London: New Left Books.Google Scholar
Amatori, F. (1989) Proprietà e direzione: La Rinascente 1917-1969. Milan: Franco Angeli.Google Scholar
Anderson, P. (1998) The Origins of Postmodernity. London: Verso.Google Scholar
Andreoli, L. (1960, January)“Pubblicità—fenomeno di suggestione e reaàeconomica.” L'ufficio moderno.Google Scholar
“Annunci per donne” (1931, June)L'ufficio moderno.Google Scholar
Aquarone, A. (1965) L'organizzazione dello stato totalitario. Turin: Einaudi.Google Scholar
Aron, R. (1965) Main Currents in Sociological Thought. New York: Basic Books.Google Scholar
“Arte pubblicitaria 1900-33”(1933, September) Supplement to L'ufficio moderno.Google Scholar
“Atti del congresso internazionale della pubblicità” (1933) Proceedings of the International Conference of Advertising. Milan: Edizioni L'Ufficio Moderno.Google Scholar
Attorre, P. P. (1991) “Sogno americano e mito sovietico nell'Italia contemporanea,” in Attorre, P. P.(ed.) Nemici per la pelle. Milan: Franco Angeli.Google Scholar
Aurelio, A. (1920, August) “Psicologia e pubblicità.” L'impresa moderna.Google Scholar
Beale, M. (1991) “Advertising and the politics of public persuasion in France, 1900-33.” Ph.D.dissertation, Department of History, University of California at Berkeley.Google Scholar
Beauty from Bangor to Bangkok. JWT Collection, Sidney Bernstein papers, client files, box 5, Special Collections Library, Duke University.Google Scholar
Berezin, M. (1990) “Created constituencies: The Italian middle class and fascis,” in Koshar, R. (ed.) Splintered Classes: The European Lower Middle Class in the Age of Fascism. New York: Holmes and Meier.Google Scholar
Berezin, M.. (1997) Making the Fascist Self: The Political Culture of Interwar Italy. Ithaca: Cornell University Press.CrossRefGoogle Scholar
Bottai, G (1930, June)“Razionalizzazione italiana.” L'ufficio moderno.Google Scholar
Braverman, H. (1974) Labor and Monopoly Capital. New York, London: Monthly Review Press.Google Scholar
Buckley, K. W. (1981) “The selling of a psychologist.” Journal of the History of the Behavioural Sciences, 19:271–92.Google Scholar
Caizzi, B (1975) Il commercio: Storia della societa Italiana dall'Unita a oggi, vol. 3. Turin: Unione Tipografico Editrice Torinese.Google Scholar
Calhoun, C. (ed.) (1992) Habermas and the Public Sphere. Cambridge, MA: MIT Press.Google Scholar
Cases, F. (1914, January) “L'arte della vendita.” L'impresa moderna.Google Scholar
Cassi, G. (1940) I miei trent anni di lavoro. Privately distributed brochure.Google Scholar
Castronovo, V. (1979) Stampa ed opinione pubblica nell'Italia liberale. Bari: Laterza.Google Scholar
Castronovo, V.. (1995) Storia economica d'Italia. Turin: Einaudi.Google Scholar
Cavalli, P. (1919) La spada d'America. Milan: Fratelli Traves Editori.Google Scholar
Cederaschi, E. (1937, July) “Il terzo tempo della pubblicità statale.” La pubblicitàd'Italia.Google Scholar
“Cercasi piazzista” (1927, September)L'ufficio moderno.Google Scholar
Cesarini, G. P. (1988) Storia della pubblicità in Italia. Milan: Edizioni del Sole 24 Ore.Google Scholar
Cesarini, G. P.. (1981) Vetrina del ventennio,1922-43. Bari: Laterza.Google Scholar
Chessel, M. (1995) “L'émergence de la publicité: Publicitaires, annonceurs et affichistes dans la France de l'entre-deux-guerres.” Ph.D. dissertation, Department of History and Civilization, European University Institute, Florence,Italy.Google Scholar
“Come fare un annuncio” (1927, November)L'ufficio moderno.Google Scholar
Cunsolo, F. (1954) Il potere della pubblicità. Milan: OTIP.Google Scholar
Curti, M. (1967) “The changing concept of human nature in the literature of American advertising.” Business History Review 41.Google Scholar
Dalmonte, L. (1925, April) “Un colpo d'occhio in una grande casa di pubblicità americana.” La pubblicità. Reprinted from L'impresa moderna, October 1920.Google Scholar
Dalmonte, L.. (1933, July-August) “Alla viglia del congresso.” L'ufficio moderno.Google Scholar
Dalmonte, L.. (1947, July) “Basta l'automobile per farla correre—Grandi campagne pubblictarie tra le due guerre mondiali.” L'ufficio moderno.Google Scholar
de Grazia, V. (1981) The Culture of Consent. Cambridge: Cambridge University Press.Google Scholar
de Grazia, V.. (1985) “La sfida dello ‘Star System’: L'americanismo nella formazione della cultura di massa in Europa 1920-1965.” Quaderni Storici 58(20): 95–133.Google Scholar
de Grazia, V.. (1989) “The arts of purchase: How American publicity subverted the European poster, 1920-40,” in Kruger, B. and Mariani, P. (eds.) Remaking History. Seattle: Bay Press.Google Scholar
de Grazia, V.. (1992) How Fascism Ruled Women.Berkeley: University of California Press.Google Scholar
Depero, F. (1931) “Il futurismo e l'arte pubblicitaria,” in Numero unico futurista. Milan: Campari.Google Scholar
Ewen, S. (1976) Captains of Consciousness: Advertising and the Social Roots of Consumer Culture. New York: McGraw-Hill.Google Scholar
Falabrino, G. (1989) Effimera e bella: Storia della pubblicità italiana. Turin: Gutenberg 2000.Google Scholar
Falasca-Zamponi, S. (1997) Fascist Spectacle: The Aesthetics of Power in Mussolini's Italy. Berkeley: University of California Press.CrossRefGoogle Scholar
Fellows, C. (1930, January) “The advertising approach to the French market.” Export Advertiser.Google Scholar
Ferraresi, F. (1980) Burocrazia e politica in Italia. Bologna: Il Mulino.Google Scholar
Fiedler, J. (1995) Social Utopias of the Twenties: Bauhaus, Kibbutz and the Dream of the New Man. Berlin: Müller and Bussman Press.Google Scholar
Forgacs, D. (1992) L'industrializzazione della cultura italiana, 1880-1990. Bologna: Il Mulino.Google Scholar
Foucault, M. (1991) “On governmentality,” in Graham, B., Gordon, C., and Miller, P. (eds.) The Foucault Effect. Studies in Governmentality. London: Harvester Weatsheaf.Google Scholar
Fox, R. W. (1983) “Epitaph for Middletown,” in Fox, R. W. and Lears, T. J. (eds.) Robert S. Lynd and the Analysis of Modern Consumer Culture. The Culture of Consumption. Critical Essays in American History 1880-1980. New York: Pantheon.Google Scholar
Fox, R. W., and Lears, T. J. (1983) “Introduction to the Culture of Consumption,” in Critical Essays in American History 1880-1980. New York: Pantheon.Google Scholar
Fox, S. (1984) The Mirror Makers: A History of American Advertising and Its Creators. New York: William Morrow.Google Scholar
Galasso, G. (1984) “Introduzione: Tra ristagno e modernizzazione,” in L'economia Italiana tra le due guerre 1919-39. Milan: Ipsoa.Google Scholar
Gazzetta dello sport (1934) Brochure. Collection of Dino Villani. Turin: Centro di Documentazione della Sipra.Google Scholar
Geertz, C. (1973) The Interpretation of Cultures. New York: Basic Books.Google Scholar
Gentile, G. (1996) The Sacralization of Politics in Facist Italy. Cambridge: Harvard University Press.Google Scholar
Gérin, O. J., and Espinadel, C. (1911) La publicité suggestive. Paris: H. Dunod et E. Pinad.Google Scholar
Giannetti, R. (1998) Tecnologia e sviluppo economico italiano, 1870-1990. Bologna: Il Mulino.Google Scholar
Goffman, E. (1971) The Presentation of Self in Everyday Life. London: Penguin.Google Scholar
Grego, E. (1918) Come si lancia un prestito di guerra: Studio di psicologia applicata. Milan: Ed. L'impresa Moderna.Google Scholar
Grego, E.. (1920, April) “Un libro Italiano di pubblicità e l'ignoranza di un giornalista.” L'impresa moderna.Google Scholar
Guerri, G. B. (1976) Giuseppe Bottai: un fascista critico. Milan: Feltrinelli.Google Scholar
Habermas, J. (1973) Legitimation Crisis. Boston: Beacon.Google Scholar
Hacking, I. (1986) Making Up People, in Heller, T., Morton, S., and Willerby, D. (eds.) Reconstructing Individualism. Stanford: Stanford University Press.Google Scholar
Helin, M. (1934, February) “La psicologia della pubbicità.” L'ufficio moderno.Google Scholar
Hewitt, A. (1993) Fascist Modernism: Aesthetics, Politics, and the Avant-Garde. Stanford: Stanford University Press.Google Scholar
Hochman, E. S. (1997) Bauhaus: Crucible of Modernism. New York: Fromm International Press.Google Scholar
Horowitz, D. (1985) The Morality of Spending: Attitudes towards the Consumer Society in America 1875-1940. Chicago: Ivan R. Dee.Google Scholar
Jameson, Fredric (1991) Postmodernism, or, the Cultural Logic of Late Capitalism. Durham, NC: Duke University Press.Google Scholar
“JWT Italy, the first attempt” (n.d.)JWT Collection, Information Centre Records , Box 10, Special Collections Library, Duke University.Google Scholar
Koon, T. (1985) Believe, Obey, Fight! The Political Socialization of Youth in Fascist Italy, 1922-1943. Chapel Hill: University of North Carolina Press.Google Scholar
Kreshel, P. (1989) “Towards a cultural history of advertising research: A case study of J. Walter Thompson, 1908-25.”Ph.D. dissertation, Department of Communications, University of Illinois at Urbana-Champaign.Google Scholar
Kreshel, P.. (1990) “John B. Watson at J.W. Thompson: The legitimation of science in advertising.” Journal of Advertising 19: 3–55.Google Scholar
Lancelotti, A. (1912) Storia aneddotica della reclame. Milan: Dott. Riccardo Quintieri Editore.Google Scholar
“La pubblicità collettiva” (1932, December) L'ufficio moderno.Google Scholar
“L'arte di vendere” (1917, May) L'idea.Google Scholar
Levi Martin, J. (1999) “The myth of the consumption-oriented economy and the rise of the desiring subject.”Theory and Society 28:425–53.Google Scholar
Lears, T. J. (1994) Fables of Abundance. New York: Basic Books.Google Scholar
Leiss, W., S. Kline, and S. Jhally (1990)Social Communication in Advertising. London: Routledge.Google Scholar
Lilli, L. (1976) “La stampa femminile,” in Castronuovo, V. (ed.) La stampa Italiana nel neocapitalismo. Bari: Laterza.Google Scholar
Lombardi, G. (1950, September) “Premesse e promesse.” L'ufficio moderno.Google Scholar
Magagnoli, G. (1923a) “L'arte di vendere…delfumo.” Il pugno nell'occhio, 1/3.Google Scholar
Magagnoli, G.. (1923b) “La pubblicitàparlata.” Il pugno nell'occhio, 1/3.Google Scholar
Maier, C. (1970) “Between Taylorism and Technocracy.” Journal of Contemporary History 5(2): 27–62.Google Scholar
Malvano, L. (1988) Fascismo e politica d'imagine. Milan: Borghieri.Google Scholar
Marchand, R. (1985) Advertising the American Dream: Making Way for Modernity 1920-40. Berkeley: University of California Press.Google Scholar
Marinetti, F. T. (1936) Guida Ricciardi.Google Scholar
Marinetti, F. T.. (1938) “Estetica della pubblicità.” Artecrazia 11/2.Google Scholar
Mazur, P. M. (1930) “Can the European philosophy of consumption be changed?” Printer's Ink 10 (4).Google Scholar
Mazzali, G. (1927) “Il nostro referendum sulla pubblicità.” L'ufficio moderno.Google Scholar
Mazzali, G.. (1930, January) “La campagna di pubblicità colletiva per la birra Italiana.” L'ufficio moderno.Google Scholar
Mazzali, G.. (1930, February) “Il segreto di Cirio.” L'ufficio moderno.Google Scholar
Mazzali, G.. (1930, April) “Modi e forme della pubblicità italiana.” L'ufficio moderno.Google Scholar
Mazzali, G.. (1931, September) “La pubblicità collettiva in Italia, l'esperimento dei produttori di birra. L'ufficio moderno.Google Scholar
Mazzali, G.. (1931, November) “Preferite i prodotti Italiani!” L'ufficio moderno.Google Scholar
Meldini, P. (1975) Sposa e madre esemplare: Ideologia e politica della donna e della famiglia durante il fascismo. Florence: Guaraldi.Google Scholar
Merron, J (1991) “American culture goes abroad: J. Walter Thompson and the General Motors Account 1927-33.” Ph.D. dissertation, Department of Journalism, University of North Carolina at Chapel Hill.Google Scholar
Mille opere sulla pubblicità(1936) Rome: Ente nazionale organizzazione scientifica Google Scholar
Morris, J. (1993) The Political Economy of Shopkeeping in Milan, 1886-1922. Cambridge: Cambridge University Press.Google Scholar
Mosse, G. (1985) Nationalism and Sexuality:Respectability and Abnormal Sexuality in Modern Europe. New York: Howard Fertig.Google Scholar
Nacci, M. (1989) L'antiamericanismo in Italia negli anni trenta. Turin: Boringhieri.Google Scholar
Nye, R. (1975) The Origins of Crowd Psychology: Gustave LeBon and the Crisis of Mass Democracy in the Third Republic. London, Beverly Hills: Sage.Google Scholar
Passerini, L. (1994) “The ambivalent image of woman in mass culture,” in Duby, G. and Perrot, M. A. (eds.) History of Women, vol. 5. Cambridge: Harvard University Press.Google Scholar
Pellegrini, A. (1938, July) “La propaganda e il suo ambiente recettore.” L'ufficio moderno.Google Scholar
Pellegrini, A.. (1938, November) “Il marchio.” L'ufficio moderno.Google Scholar
Pellegrini, A.. (1938) Manuale di scienza della propaganda e della pubblicità. Rome: Enios.Google Scholar
Piccoli, V. (1932) “Babbitt o l'uomo standard.” Critica Fascista 23.Google Scholar
Pierce, R. (1991) Gringo-Gaucho: An Advertising Odyssey. Ashland, OR: Southern Cross Publishers.Google Scholar
Piess, K. (1996) “Making up, Making over: Cosmetics, Consumer Culture, and Women's Identity,” in DeGrazia, V. and Furlough, E. (eds.) The Sex of Things. Berkeley: University of California Press.Google Scholar
Pini, G. (1937, August-September) “La pubblicità—il giornalismo fascista.” La pubblicità d'Italia.Google Scholar
Pinkus, K. (1995) Bodily Regimes: Italian Advertising under Fascism. Minneapolis: University of Minnesota Press.Google Scholar
Pomé, R. (1936) Concezione moderna della pubblicità. Lezioni tenute al Politecnico di Milano per il Corso dei Dirigenti di Aziende Industriali. Rome: Edizioni della Federazione Nazionale Fascista Dirigenti Aziende Industriali.Google Scholar
Pomé, R.. (1936, April) Il consumatore: bersaglio passivo o giudice autorevole? L'ufficio moderno.Google Scholar
Pope, D. (1983) The Making of Modern Advertising. New York: Basic Books.Google Scholar
Prezzolini, G. (1907) L'arte di persuadere. Florence: Lumachi.Google Scholar
“Primo: sapere” (1927, May-June)Editoral. L'ufficio moderno.Google Scholar
Quaglia, F. (2000) “La rivoluzione in cucina. L'uso del gas nell'abitazione moderna.” Contemporanea 3(1): 55–75.Google Scholar
Ramo, L. (1917) L'arte nella recalme. Milan: Biblioteca de L'Impresa Moderna.Google Scholar
Rand, H. J. (1927, September) “Il governo degli affari.” L'ufficio moderno.Google Scholar
Roggero, E. (1920) Come si riesce con la pubblicità. Milan: Hoepli.Google Scholar
Rose, N. (1990) Governing the Soul: The Shaping of the Private Self. London: Routledge.Google Scholar
Rosenberg, E. (1982) Spreading the Americian Dream: American Economic and Cultural Expansion 1890-1945. New York: Hill and Wang.Google Scholar
Salaris, C. (1986) Futurismo e arte pubblicitaria. Turin: Borighieri.Google Scholar
Salaris, C.. (1992) Artecrazia, l'avanguardia futurista negli anni del fascismo. Florence: La Nuova Italia.Google Scholar
Salvati, M. (1992) Il regime e gli impiegati. Bati: Laterza.Google Scholar
Salvati, M.. (1993) L'inutile salotto: L'abitazione piccolo borghese nel Italia fascista. Turin: Boringhieri.Google Scholar
Salvati, M.. (1997) Cittadini e governanti: La leadership nella storia dell'Italia contemporanea. Bari: Laterza.Google Scholar
Sapelli, G. (1978) Organizzazione, lavoro e innovazione industriale nell'Italia tra le due guerre. Turin: Rosenberg and Seller.Google Scholar
Sapelli, G.. (1978a) “La razzionalizaione della vendita, alle origini del marketing in Italia.” Quaderni di Sociologia 17:134–51.Google Scholar
Scaraffia, L. (1988) “Essere uomo, essere donna,” in Melograni, P. and Scaraffia, L. (eds.) La famiglia italiana dall'ottocento a oggi. Bari: Laterza.Google Scholar
Schudson, M. (1984) Advertising, the Uneasy Persuasion. New York: Basic Books.Google Scholar
“Secondo Incisa” (1927, November) L'ufficio moderno.Google Scholar
“Secondo: Organizzare” (1927, July)Editorial. L'ufficio moderno.Google Scholar
Sparke, P. (1988) Italian Design: 1870 to the Present. London: Thames and Hudson.Google Scholar
Susman, W. I. (1984) Culture as History: The Transformation of American Society in the Twentieth Century. New York: Pantheon.Google Scholar
“Tecnica dell'annuncio”(1934, March) L'ufficio moderno.Google Scholar
“Tecnica dell'annuncio”. (1934, October) L'ufficio modern.Google Scholar
Toniolo, G. (1980) L'economia dell'Italia fascista. Bari: Laterza.Google Scholar
Valeri, A. (1986) Pubblicità Italiana: Storia, protagonisti e tendenze di cento anni di communicazione. Milan: Edizioni del Sole 24 Ore.Google Scholar
Wagner, P. (1994) A Sociology of Modernity: Liberty and Discipline. London: Routledge.Google Scholar
Wagner, P.. (1999) “The resistance that modernity constantly provokes: Europe, America and social theory.” Thesis Eleven 58:35–58.Google Scholar
Wakeman, F. (1946) The Hucksters. New York: Rinehart.Google Scholar
Wernick, A. (1991) Promotional Culture. London: Sage.Google Scholar
“When Carmen goes shopping” (1928 J. Walter Thompson Newsletter 15(1).Google Scholar
Williams, R. H. (1982) Dream Worlds: Mass Consumption in Late Ninteenth-Century France. Berkeley: University of California Press.Google Scholar
Wilson, C. P. (1983) “The rethoric of consumption: Mass-market magazines and the demise of the gentle reader, 1880-1920,” in Fox, R. W. and Lears, T. J. (eds.) The Culture of Consumption: Critical Essays in American History 1880-1980. New York: Pantheon.Google Scholar
Wren, D. A. (1994) The Evolution of Management Thought. New York: Wiley.Google Scholar
Zamagni, V. (1981) La distribuzione commerciale in Italia fra le due guerre. Milan: Franco-Angeli.Google Scholar
Zamagni, V.. (1997) The Economic History of Italy 1860-1990. Oxford: Clarendon.Google Scholar