This article examines the presence and influence of US advertising in Italy between the 1950s and the mid-1970s. It places the history of Italian advertising within a transnational and comparative perspective using so far unpublished records, and aims at moving beyond traditional Americanization frameworks through a detailed empirical investigation.
Irresistible Empire or Innocents Abroad? The Role of American Advertising Agencies in Postwar Italy / Bini, Elisabetta; Fasce, Ferdinando. - In: JOURNAL OF HISTORICAL RESEARCH IN MARKETING. - ISSN 1755-750X. - 7:1(2015), pp. 7-30.
Irresistible Empire or Innocents Abroad? The Role of American Advertising Agencies in Postwar Italy
Bini, Elisabetta;
2015
Abstract
This article examines the presence and influence of US advertising in Italy between the 1950s and the mid-1970s. It places the history of Italian advertising within a transnational and comparative perspective using so far unpublished records, and aims at moving beyond traditional Americanization frameworks through a detailed empirical investigation.File in questo prodotto:
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