PUBBLICITÁ! - La nascita della comunicazione moderna 1890-1957

09.09.2017 - 10.12.2017

in short

Advertising is the protagonist of the great exhibition scheduled from September 9 to December 10 2017 in Magnani-Rocca Foundation's galleries – the “Villa dei Capolavori” in Mamiano di Traversetolo, Parma, that was once Luigi Magnani's sumptuous residence.

Volete la salute??
Bevete il Ferro China Bisleri
Plinio Codognato, Spumanti Cinzano, 1933.
© Collezione Alessandro Bellenda, Galleria L'Image, Alassio (SV)

Visitor entrance

Villa Magnani Rocca
via Fondazione Magnani Rocca 4
43029 Mamiano di Traversetolo (Parma)

Detailed information about the museum on

Fondazione Magnani Rocca

in detail

Is 22 June 1890 and on the weekly publication “Tribuna Illustrata” appears the first and the most antique Italian slogan, followed by many others in the successive years, such as:
Bianchezza dei denti Igiene della Bocca …. La vera Eau de Botot è il solo dentifricio approvato dall’Accademia di Medicina di Parigi.
Until the famous A dir le mie virtù basta un sorriso slogan for Kaliklor toothpaste (1919): a joyful result of an open contest, become a milestone in history of Advertising.
From these history of Advertising's first steps starts the exhibition, curated by Dario Cimorelli and Stefano Roffi, which, through 200 art works realized from late Nineteenth century until Carosello's epoch, has the objective to narrate the birth of advertising in Italy, starting with its first simply and direct system of communication, arriving to the introduction of illustration, as persuasive and floored instrument, in therms of originality and creativity. The exhibition will analyze the correlation between illustration and advertising through different media: the well known poster, fliers, tin plaques, packaging, until radio broadcasting.
The first section demonstrates that the first illustrators were first of all artists and their sketches and posters based on the idea that illustration was a way of communication, firstly pleasing, independent of what it promotes. Representation often surprises, sometimes attracts attention thanks to its construction and chromatic composition, sometimes frightens, and some other times attracts with irony.
The second section is dedicated to the relation between illustration and commercial, reciprocally strengthened, where product is represented, or just evoked in representation, described through its name and its brand, sometimes associated to a slogan, which enforces its characteristics and peculiarities. In this section, divided in chapters, through so well renowned brands like Barilla, Campari, Cinzano, Motta, Pirelli and many others, it is possible to observe poster's world, composed of themes (woman, animals, man, etc.), commodities (beverages, fashion, transports, tourism, etc. ) schools (Grafica Ricordi, Richter, Chappuis, etc. …) first advertising agencies (Maga, Acme Dalmonte, etc. …) and the great masters (among which Cappiello, Dudovich, Mauzan, Codognato, Carboni, Nizzoli, Sepo, Testa).
The third section concerns all the instrument of advertising promotion, developed along with the well know poster, such as playbills, brochures tin plaques up to packaging illustration.
The fourth and last section is dedicated to new system of communication, arrived from 1920 and over, first radio and then television, until Carosello's birth, the first step forward a new history.
The exhibition, among other contributions, avails itself of the collaboration with Centro Studi e Archivio della Comunicazione (CSAC) for the loan of a substantial number of Carboni, Nizzoli, Testa, Sepo's original sketches, with Museo Nazionale Collezione Salce in Treviso for vintage posters, with Civica Raccolta delle stampe 'Achille Bertarelli' del Comune di Milano, with Collezione Allessandro Belleda – Galleria L'IMAGE, Alassio (Savona).
The exhibition venue on google maps:


Opening Times

10:00 - 18:00
10:00 - 18:00
10:00 - 18:00
10:00 - 18:00
10:00 - 18:00
10:00 - 18:00
In presenza di una mostra, il sabato, la domenica e i festivi orario continuato dalle 10 alle 19 (la biglietteria chiude alle 18).

If there is an ongoing temporary exhibition, museum opening times on Saturdays, Sundays and holidays are from 10 am to 19 pm (ticket office closes at 18). - The exhibition portal for Europe