At the Magnani Rocca Foundation, the history of advertising in Italy continues with the characters of Carousel

From September 7 to December 8, 2019, the Magnani Rocca Foundation is hosting the exhibition Carousel. Advertising and Television 1957-1977.

The Magnani Rocca Foundation in Mamiano di Traversetolo is hosting from September 7 to December 8, 2019 the exhibition Carosello. Advertising and Television 1957-1977: a new chapter in the history of advertising in Italy, two years after the first exhibition dedicated to the history of advertising from 1890 to 1957. If on that occasion it was possible to admire the creations of poster designers such as Leonetto Cappiello, Sepo, Marcello Dudovich or Plinio Codognato, in the next one it will be possible to follow the history of advertising graphics and posters with great designers such as Armando Testa, Erberto Carboni, Raymond Savignac, Giancarlo Iliprandi, Pino Tovaglia, and with a new media, namely television, which with Carosello took its first steps into the world of advertising.

Posters, sketches and sketches from that period will be on display and, thanks to special screens placed in the exhibition rooms, advertising inserts of Carosello with the various animated characters, such as La Linea by Osvaldo Cavandoli, King Arthur by Marco Biassoni, Calimero by Pagot or Angelino by Paul Campani, up to the characters drawn by Gino Gavioli, will be re-proposed.

A selection of the most important promotional items of the time, such as the hippopotamus Pippo, the inflatables of Camillo the Crocodile, the Cow Carolina, and Susanna tutta Panna will complete the presentation of advertising from the first three decades of the second half of the 20th century. Indeed, Carousel was also successful because of the creation of its characters.

The advertising of that period, from 1957 to 1977, not only on television, introduced a real revolution: Carosello was broadcast in black and white and was not simply advertising, but a fairy-tale landscape where well-being reigned, with the colors of the consumer world.

The exhibition makes use of the loan of an important number of original sketches and posters by Carboni, Iliprandi, Testa, Tovaglia from the Center for Studies and Archives of Communication (CSAC) of the University of Parma, and vintage posters from the National Museum Collezione Salce, Treviso, and the Alessandro Bellenda Collection - Galleria L’IMAGE, Alassio (SV), from corporate archives and important private collections. For the filmic part, it makes use of the contribution of the General Audiovisual Archive of Italian Advertising and the personal contribution of its Founder and Director, advertising historian Emmanuel Grossi.

The review is curated by Dario Cimorelli and Stefano Roffi.

For info:

Hours: Tuesday through Friday from 10 a.m. to 6 p.m.; Saturday, Sunday and holidays from 10 a.m. to 7 p.m. Closed Mondays.

Image: Poster. Osvaldo Cavandoli, The Line © 2019 CAVA/QUIPOS.

At the Magnani Rocca Foundation, the history of advertising in Italy continues with the characters of Carousel
At the Magnani Rocca Foundation, the history of advertising in Italy continues with the characters of Carousel

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