The history of advertising at the Magnani-Rocca Foundation

The halls of the Magnani-Rocca Foundation in Mamiano di Traversetolo (Parma) will be studded with advertisements!

From September 9 to December 10, 2017, they will host the exhibition"Advertising! The Birth of Modern Communication 1890-1957."

Two hundred works from the end of the 19th century to the era of Carousel will tell the story of advertising: in the beginning, it involved simple and direct forms of communication, then moving on toillustration with posters, playbills and packaging of packages, and finally to radio and later to television with the famous and unforgettable Carousel.

The works on display consist of a considerable number of original sketches by Carboni, Nizzoli, Testa, Sepo from the Center for Studies and Archives of Communication (CSAC) of the University of Parma, and vintage posters from the National Museum Collezione Salce in Treviso, the Civica Raccolta delle Stampe ’Achille Bertarelli’ of the City of Milan, and the Alessandro Bellenda Collection - Galleria L’IMAGE, Alassio (Savona) .

The exhibition is curated by Dario Cimorelli and Stefano Roffi with a catalog published by Silvana Editoriale.

Source: Press release

Image: Plinio Codognato, Cinzano sparkling wines, 1930

The history of advertising at the Magnani-Rocca Foundation

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