Marketing modernity
Subtitle: Italian advertising from fascism to postmodernity
By: Adam Arvidsson.
Series: Studies in consumption and markets
Publisher: Routledge
Published: 2003
Place of publication: New York, NY
Language: eng
Number of pages: 182
Subjects: Advertising -- Italy -- History -- 20th century.; Consumption (Economics) -- Italy -- History -- 20th century.; Italy -- Civilization -- 1945-
Description: "Marketing modernity traces the development of consumer culture in Italy from the 1920s to the present day. In so doing, Adam Arvidsson argues that the culture of consumption we see in Italy today has its direct roots in the social vision articulated by the advertising industry in the years following the First World War. He then goes on to discuss how that vision was further elaborated by advertising's interaction with subsequent major actors in twentieth-century Italy: Fascism, post-war mass political parties and the counter-culture of the 1960s and 1970s."--Jacket.
Notes: Includes bibliographical references (p.  ) and index.