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: