In Parma, a major exhibition that tells the Italian modernity through the advertising of food!
The Food Imaginary. 1950 - 1970 - Advertising and images of Italy at the table, the exhibition conceived and curated by Marco Panella and produced by Artix in association with Coca-Cola Italy, Cremonini Group and Montana get to Parma, where, thanks to the support and collaboration of the City , from April 12 to June 15 will be hosted at the Governor's Palace, in the heart of the city.
"We gladly accepted the proposal to host the exhibition The Imaginary Food as anchor of the will further enrich the appreciation of the scope of the agri-food, so tied to our territory, with elements of cultural and social impact. Exposure curious, suitable for a wide audience, able to fascinate today's children as those of yesterday, in a path certainly evocative of moments and memories that are part of a story still of great interest, "said the Councillor for Culture the City of Parma Maria Laura Ferraris.
"Being in Parma, a city symbol of excellence in food and style of taste, is not a mere coincidence, but a choice strongly supported," says the curator Marco Panella "to emphasize how important and crucial it was - and still is - the relationship between Power and advertising in the improvement of the social condition Italian ".
The Food Imaginary - that of the Exhibition Palace in Rome has registered 33,000 visitors - said twenty years of Italian life and customs, from Reconstruction until the beginning austerity, through icons and language of advertising of food and rituals of eating. Over 400 advertising images available to the public - about 100 more than at the Roman - to observe one by one, capturing the evolution of the paradigms of communication and, above all, the scope evocative and emotional; a visual history suggestive, in which trace the signs of change in the advertising of a country which finds its deepest media representation and the extent of its social emancipation.
"The observation point chosen for the story of The Food Imaginary," says Marco Panella "is the memory and the aesthetic language of advertising that smile Italians from the magazines, tested with millions of copies sold per week, and from which the advertising pages ahead of their time, extolled trends fueled by ambition and a run-up capital; advertising that decades later we returned intact the image of a nation that had confidence in herself and that, even with all its traits of ingenuity, he was on the way to modernity. "
The language of The Food Imaginary exhibition is that of the paper and the objects survived and recovered from the dispersion, searched for and found in houses and cellars, in the markets of small and modern art on auction sites telematics, poor material and at the same time full of life lived; 400 images of the visual pathway, in fact, are complemented by about 200 items including magazines, brochures, catalogs, awards, calendars for home, calendars, postcards, photographs, figurines, comics, milk advertising and promotion of small tools when the word gadget was still foreign to everyday use.
Twelve major themes of the exhibition marking the cultural system: the new domestic landscape shapes of baby boomers to Italy, from Italy who discovers the value of time and leisure to Italy connoisseurs who refined tastes and choices, from ' Italy dreaming with the sweepstakes Italy chasing the saving of special offers from Italy Italy seduction of families and, ultimately, as a corollary of the language of advertising, Italy live depicted in 30 photographs return of that Italy faces and figures on which the advertisement and spoke, even through those advertisements, dreaming of her future.
"From an advertising perspective, twenty years represent a vast iconographic production and the evolution of completely different styles. Having to choose between images of great suggestive power, the selection was difficult, at times directed by the logic and other passion, "continues Marco Panella" gratified, however, by the encounter with the creativity of the illustrators, graphics, links that have been able invent languages and arouse emotions. Some big names, others less well known, others unknown. All, however, true artists of the imagination which conjures up the tribute of this work, which purports to tell a little 'of Italy and the ambition to make people smile. "
"Coca-Cola is an international company with deep roots in Italian, and that's why we are proud to continue - after the success of the exhibition in Rome - also here to participate in the project in Parma Food Imaginary" said Victor Cino, Director of Communications and Institutional Relations Coca-Cola Italy. "Through advertising this exhibition celebrates twenty years of great turmoil, social change and confidence in the future, that Coca-Cola has accompanied with the positive values that have always distinguished the brand. Today, as then, with our advertising, we want to share our vision of the world, promoting a positive change in people. "
"Montana - says Claudia Cremonini, Head of External Relations of the Cremonini Group - is one of the best known Italian brands in the history of advertising in our country, and could not miss even the second edition of the exhibition in Parma. Entire Italian company, founded in 1941 and revived in the '90s by the Cremonini Group "- says Claudia -" star of the unforgettable advertising campaigns Carousel characterized by "Gringo" who have supported not only the evolution of the eating habits of the Italians but also the history of advertising , so well told by this exhibition. The communication of Montana is an example of how it has changed the language of images and slogans advertising and how to continue to innovate drawing on the heritage of the brand by becoming "cool" an easy-to-use product that is now also capable of responding to modern dietary needs. "
Tuesday to Sunday, from 11.00 to 19.00.
Entrance allowed up to 18.30. Closed on Mondays
Special openings 21 and 25 April, 1 May, June 2nd
Full 8 euro. Reduced 6 € (over 65 and under 18)