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« Fate tutti il vostro dovere ! » La publicité, de l’idylle à la culpabilisation

Abstract : The First World War offers new opportunities in advertising. The written speech is first accompanied, then replaced by the image, and more and more sophisticated advertising strategies will make the illustration and the slogan their battle horses. Moreover, the departure of the men at the front allows to better target the customers. The range of articles was large, ranging from gadgets, among which are lucky-charms, to objects that can really improve the everyday life for a soldier: food, drinks, toiletries, clothes, fountain pens, etc. The horrors of war are never shown or mentioned, the goal being to sell items and not to raise awareness. The only exception was about National Bonds, the main advertising campaign of the First World War. Promoted by banks and intended to refill the coffers, their advertisings were ubiquitous and, especially after Caporetto, they exploit the images of prisoners, wounded and dead, with a speech often cynical and unscrupulous, always extremely blaming towards those who remained safe. At the end of the war, this trait is more forceful, by openly accusing of theft or infamy those who would always refuse to contribute with their money, if they can’t fight. It does not matter that the divide was created for commercial purposes: this antagonism between civilians and soldiers is an integral part of a process of mutual incomprehension that will have serious consequences in the immediate after-war.
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Contributor : Mauri Antonella <>
Submitted on : Tuesday, January 22, 2019 - 6:14:52 PM
Last modification on : Thursday, February 7, 2019 - 3:33:29 PM
Document(s) archivé(s) le : Tuesday, April 23, 2019 - 1:02:04 PM


  • HAL Id : hal-01979750, version 1



Antonella Mauri. « Fate tutti il vostro dovere ! » La publicité, de l’idylle à la culpabilisation. Cahiers de la Méditerranée, Centre de la Méditerranée Moderne et Contemporaine (CMMC) - Université de Nice-Sophia Antipolis, 2018, L'autre front / Il fronte interno. Art, culture et propagande dans les villes italiennes de l'arrière, pp.201-220. ⟨hal-01979750⟩



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