Italy History of advertising

oliviero toscani

a dramatic example of how advertising nudged italian middle-class modern consumer society appears in heavily advertised automatic washing machine. appeared on italian market in 1958 , 1965, 23% of families had purchased one, reaching 42% 1970. advertisers hailed mechanization of domestic tedium advent of new women s liberation. commentary appeared everywhere, advertisements specialized press, women s reviews. architects , designers made room new marvel, promotional language celebrating device became chorus of praise domestic appliances secret of progress , freedom , liberation. on other hand, husbands still insisted on driving family automobile; off-limits liberated female.

armando testa set full-service advertising agency in 1956, specializing in new medium of television advertising. inspired eastern european animation techniques, , use simple graphics blue hippo. son marco testa, trained @ benton & bowles in new york, , maintained fast-paced, witty style. emmanuelle pirella, trained @ italian offices of young & rubicon , ogilvy & mather, emerged leading copywriter.

benetton gained worldwide attention saucy advertising, inspired art director oliviero toscani. started multicultural themes, tied under campaign united colors of benetton became increasingly provocative interracial groupings, , unusual sexual images, such nun kissing priest.