Advertising History Exhibition at Fondazione Magnani Rocca

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.