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Article
Publication date: 2 August 2011

Elisabetta Bini, Ferdinando Fasce and Toni Muzi Falconi

The purpose of this paper is to analyze the emergence and development of public relations in Italy between 1945 and 1960. Its aim is to examine the main actors (corporate…

Abstract

Purpose

The purpose of this paper is to analyze the emergence and development of public relations in Italy between 1945 and 1960. Its aim is to examine the main actors (corporate and political) involved in the process, how they were influenced by the USA and the emergence of professional associations devoted to expanding the field

Design/methodology/approach

The paper is based on research conducted in US and Italian archives and libraries. It analyzes primary sources concerning corporations, government agencies and professional associations involved in promoting public relations in post‐war Italy, such as the United States Information Service, Standard Oil (NJ), Fiat, Piaggio, Olivetti, Pirelli, Intersind.

Findings

This paper argues that the introduction of public relations in postwar Italy was strongly influenced by US companies and government agencies, which had a considerable impact on the emergence of professional associations. It also looks at the specific Italian definitions of public relations and points out that in Italy the field of public relations emphasized the importance of “style” and culture over that of marketing, and was often carried out by an array of “humanists” (poets, graphic designers, and writers).

Originality/value

This paper is one of the first studies about the history of public relations in Italy. It points out the peculiarity of the Italian case, by showing the intersection between the terms “propaganda” and “public relations” in a country that had experienced 20 years of Fascist rule.

Details

Journal of Communication Management, vol. 15 no. 3
Type: Research Article
ISSN: 1363-254X

Keywords

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Article
Publication date: 16 February 2015

Ferdinando Fasce and Elisabetta Bini

– The purpose of this paper is to examine the presence and influence of US advertising in Italy between the early 1950s and the mid-1970s.

Abstract

Purpose

The purpose of this paper is to examine the presence and influence of US advertising in Italy between the early 1950s and the mid-1970s.

Design/methodology/approach

The purpose of this paper is to examine the presence and influence of US advertising in Italy between the early 1950s and the mid-1970s.

Findings

The paper argues that there is a need to further qualify and deconstruct the notion of “Americanization” by integrating the now well-established notions of “hybridization” and “mediation” with more specific attention to the competing “hearts and souls”, the different strategies and discursive practices that different individual actors (American, British and Italian) operating within the Italian advertising business tried to instil into goods and consumers and the economic and cultural results that they achieved.

Originality/value

This is the first research on the history of Italian advertising that fully places it within a transnational and comparative perspective using so far unpublished records, aiming at moving beyond traditional, eastbound Americanization frameworks through a detailed empirical investigation.

Details

Journal of Historical Research in Marketing, vol. 7 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

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Article
Publication date: 2 August 2011

Tom Watson

Abstract

Details

Journal of Communication Management, vol. 15 no. 3
Type: Research Article
ISSN: 1363-254X

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