Parma exhibition traces Italian advertising history from 1890 to 1957

The Fondazione Magnani-Rocca in Mamiano di Traversetolo, near Parma, will host 'PUBBLICITÀ! La nascita della comunicazione moderna 1890-1957' from September 9 to December 10, 2017. Curated by Dario Cimorelli and Stefano Roffi, the show explores the birth of modern mass communication through 200 works, including posters, billboards, signs, and packaging. It highlights the evolution from early artist-illustrators who prioritized aesthetic beauty to a later integration of graphic design with promotional messaging. Iconic Italian brands such as Barilla, Campari, Cinzano, Motta, and Pirelli are featured, with posters that became milestones in advertising and popular culture.