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  • Original research article
  • July 27, 2018
  • Open access

ARRIVAL OF MAJOR AMERICAN AGENCIES IN ITALY AS A FACTOR OF THE ITALIAN SOCIETY DEVELOPMENT IN THE 50-70S OF THE XX CENTURY

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Abstract

Advertising has an impact on the formation of public consciousness and culture. The article deals with the history of Italian advertising of the 50-70s of the XX century, which is characterized by the arrival of American agencies in the peninsula, and, with them, the introduction of new competencies and opportunities, new ways of developing commercial concepts of impact on public opinion and consumption. The author cites the facts, not published in our country, of the period of the “economic miracle”, when Italian design was establishing in the international arena together with the names of the largest brands: Olivetti, Ivrea, Barilla. The introduction of this subject in the practice of teaching the history of advertising in profile universities is proposed.

References

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Author information

Elena Nikolaevna Yakutina

Moscow University for the Humanities

About this article

Publication history

  • Received: May 3, 2018.
  • Published: July 27, 2018.

Keywords

  • реклама
  • история рекламы
  • история зарубежной рекламы
  • история рекламы Италии
  • Olivetti
  • Ivrea
  • Barilla
  • advertising
  • history of advertising
  • history of foreign advertising
  • history of advertising in Italy

Copyright

© 2018 The Author(s)
© 2018 Gramota Publishing, LLC

User license

Creative Commons Attribution 4.0 International (CC BY 4.0)