Giuseppe Mazza Explores Global Advertising Beyond the West in New FrancoAngeli Book

Giuseppe Mazza, a seasoned professional in advertising and academia, has just launched his latest book, *Pubblicità oltre l'Occidente. Linguaggi, tendenze e figure della creatività globale*, through FrancoAngeli. This book is part of a series curated by Vanni Codeluppi and Maria Angela Polesana. It follows Mazza's earlier works, like *Bernbach pubblicitario umanista*, which examines Bill Bernbach's impact, and *Campagne di guerra*, focusing on advertising in wartime. His research journey began in 2011 with a study of advertising across Egypt, Algeria, Tunisia, and Morocco, prompting him to investigate the visibility of communication agencies in Africa and Asia. The book challenges the belief that advertising is only a Western phenomenon. An article discussing it appeared on Doppiozero on 11 October 2026, titled "Burger King era Madame," featuring insights from Alberto Grossi and Anita Romanello.