Tour
Milan Fair’s publications between reality and advertising
The images preserved in the Historical Archive show the role of the Milan Fair as a major platform and marketing stage for Italian companies to launch new products, showcase innovation in production techniques, and compare the technological advances made in entire sectors.
The Milan Fair supported its activity with a great editorial production: catalogs, periodicals, newspapers during the days of the Campionaria… These documents are kept in the Historical Archive and are being catalogued and filed in these months.
The images preserved in the Historical Archive show the role of the Milan Fair as a major platform and marketing stage for Italian companies to launch new products, showcase innovation in production techniques, and compare the technological advances made in entire sectors.
The Milan Fair supported its activity with a great editorial production: catalogs, periodicals, newspapers during the days of the Campionaria… These documents are kept in the Historical Archive and are being catalogued and filed in these months.
The voice of the fair
The publications served a dual purpose. On the one hand they were a service for exhibitors (the catalogues) and visitors (the paper and guides). On the other, however, they were a means for the Fair Board to reach out to a general public and tell of its role as a national economic driver, through articles and editorials offering economic and technical analysis of all of Italy’s production sectors and industries, including tourism.
The publications served a dual purpose. On the one hand they were a service for exhibitors (the catalogues) and visitors (the paper and guides). On the other, however, they were a means for the Fair Board to reach out to a general public and tell of its role as a national economic driver, through articles and editorials offering economic and technical analysis of all of Italy’s production sectors and industries, including tourism.
PROPORZIONE Stand: Fair = Advertising: Publications
“Promises, great promises, are the soul of advertising”
So wrote Samuel Johnson, an eighteenth-century English scholar.
The fair’s publications feature thousands of advertisements for both large and small Italian firms and worldwide companies. With their slogans, graphics, and messages, the adverts cover the full range of the country’s industries—from heavy industry to food & beverages, fashion to toys, typewriters to automobiles.
The sweeping panorama they form gives us a picture retracing the history of advertising in Italy.
“Promises, great promises, are the soul of advertising”
So wrote Samuel Johnson, an eighteenth-century English scholar.
The fair’s publications feature thousands of advertisements for both large and small Italian firms and worldwide companies. With their slogans, graphics, and messages, the adverts cover the full range of the country’s industries—from heavy industry to food & beverages, fashion to toys, typewriters to automobiles.
The sweeping panorama they form gives us a picture retracing the history of advertising in Italy.