ARTFEED — Contemporary Art Intelligence

Advertising History Exhibition at Fondazione Magnani Rocca

exhibition · 2026-05-05

Fondazione Magnani Rocca at Villa dei Capolavori in Mamiano di Traversetolo presents a comprehensive exhibition on the history of advertising, curated by Dario Cimorelli and Stefano Roffi. Over 200 works trace the evolution of modern communication from early 20th-century Liberty-style posters to mid-century campaigns. The show includes iconic pieces: Marcello Dudovich's 1901 Bitter Campari poster featuring a passionate kiss, Federico Seneca's Baci Perugina advertisement inspired by Hayez's painting, and works by Severo Pozzati (Sepo) for Fiat. Armando Testa's mid-century designs for Pirelli, Punt e Mes, Borsalino, Facis, and Carpano are highlighted, alongside contributions by Erberto Carboni for Barilla and Marcello Nizzoli for Olivetti. The exhibition contextualizes advertising as a mirror of cultural shifts driven by industrial progress, radio, and television, and notes the shift from celebratory to propagandistic tones during the fascist regime. Fortunato Depero's early 20th-century prediction that future art would be 'powerfully advertising' is cited as a precursor to Pop Art.

Key facts

  • Exhibition at Fondazione Magnani Rocca, Villa dei Capolavori, Mamiano di Traversetolo
  • Curated by Dario Cimorelli and Stefano Roffi
  • Over 200 works on display
  • Marcello Dudovich's 1901 Bitter Campari poster included
  • Federico Seneca's Baci Perugina poster featured
  • Armando Testa's campaigns for Pirelli, Punt e Mes, Borsalino, Facis, Carpano shown
  • Works by Erberto Carboni (Barilla) and Marcello Nizzoli (Olivetti) included
  • Exhibition covers early Liberty style to mid-century advertising
  • Fortunato Depero's quote on advertising art referenced

Entities

Artists

  • Fortunato Depero
  • Andy Warhol
  • Marcello Dudovich
  • Federico Seneca
  • Severo Pozzati (Sepo)
  • Armando Testa
  • Erberto Carboni
  • Marcello Nizzoli
  • Francesco Hayez
  • Anna Vittoria Zuliani

Institutions

  • Fondazione Magnani Rocca
  • Villa dei Capolavori
  • Bitter Campari
  • Baci Perugina
  • Fiat
  • Pirelli
  • Punt e Mes
  • Borsalino
  • Facis
  • Carpano
  • Barilla
  • Olivetti
  • Artribune

Locations

  • Mamiano di Traversetolo
  • Parma
  • Italy

Sources