PASTA ON EXHIBITION Barilla Advertising: from the Posters to Graphic Design 1900 ; 1950 PASTA ON EXHIBITION Edited by Giancarlo Gonizzi Text by Maurìzìa Bonarti Bacchini, Gianni Cavazzini, Giancarlo Gonizzi Translation: Andrew Charles Fringer Graphics: BLL Layout: Fotoincisa Retrrolit Printing: Graphital Parma , Italy, 2000 Cover: LUCIANO BONACIN I, Little chef. 1935 Barilla Calendar. Back Cover: Barilla P asta Basket Seal, 1913 -19 20 © Barilla Historic Archi ves. Viale Barilla, 3 - 43 100 Parma- Italy Te l. + 39 0521 262944 - Fax + 39 0521 263053 email: archiviostorico@barilla .it Barilla Foodservice Via Mantova, 166- 43100 Parma- ltaly Tel. + 39 0521 262 1 Toll free custo mer scrvice Italy: 800 857088 Main numbcr +39 052 1 262413 - Fax +39 0521 262808 ema il:
[email protected] TABLE OF CONTENTS 7 Advertising as art 11 A century of italian advertising and culture The name of the pasta 19 The shapes of taste 000 - - M Pasta at the table 32 Party time pasta 3 8 Pasta for everyone The Adventures of Signor Bonaventura 43 Universal pasta Pasta for the healthy appetite 53 Bibliography Maurizia Bonatti Bacchini At the beginning of thc 1900s, in the frivolous and hedonistic climatc of the Belle Epoque, the poster began to impose itself as the expression of an era, but more importantly, as evidencc to thc propagation of a system that was linked to communications, which in itself woulcl become the most basic component of culture for the entire century. lt was in this same climate that the larger ltali an companies ventured toward the language of publicity ancl thc postcr; amongst the first were Branca, Cacao Talmone, Acqua Sangcmini, Bianchi Bicycles, Campari, ancl Magazzini Mele.