{"id":87510,"date":"2022-02-11T10:57:58","date_gmt":"2022-02-11T09:57:58","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/uncategorized\/prima-della-pubblicita-i-cataloghi-illustrati-come-forma-di-comunicazione-visiva\/"},"modified":"2022-09-20T11:40:39","modified_gmt":"2022-09-20T10:40:39","slug":"before-advertising-illustrated-catalogues","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/before-advertising-illustrated-catalogues\/","title":{"rendered":"Before Advertising: Illustrated Catalogues as a Form of Visual Communication"},"content":{"rendered":"<p>Pirelli\u2019s earliest visual communication came in the form of <strong>illustrated product catalogues<\/strong>, which it published in the late nineteenth and early twentieth century. They show how their decorative and illustrative functions were the focus of extreme care, alongside commercial considerations. The many rubber products made by Pirelli included consumer items that appeared in this type of communication, with clothing and haberdashery items, as well as tyres. These products targeted consumers and retailers, unlike the technical items and cables, which were capital goods mainly purchased by public administrations, or by industrial or transport companies.<\/p>\n<p>The illustrations were entrusted to artists, some of whom were well-known, while others were less so: <strong>Giuseppe Barberis<\/strong> created lithographs for the 1886 list of elastic rubber carpets, <strong>Luca Fornari<\/strong>, a caricaturist and the founder of the weekly <em>Il Mondo umoristico<\/em>, created the clothing catalogues from 1896 to 1902;<strong> Giuseppe Galli<\/strong> and <strong>Osvaldo Ballerio<\/strong> created the illustrations for tyres, a product that requires immense advertising skills, for the market was already dominated by major competitors. In 1899 \u2013 the year that saw the first experimental production of \u201cpneumatic garnitures for automobiles\u201d, alongside those for bicycles and motorcycles \u2013 the painter Giuseppe Galli, a fairly successful watercolourist taken on by Pirelli in 1886 as a technical draughtsman and designer of ornamentation, illustrated the inside pages and the cover of the new <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/documenti\/detail\/IT-PIRELLI-MISC0001-0000010520\/34-catalogo-pneumatici-accessori-velocipedi-automobili-1899-34.html?jsonVal=%7b%22jsonVal%22:%7b%22startDate%22:1899,%22endDate%22:1899,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20%7d%7d&amp;attachmentMisc=SI\">price lists<\/a> in a floral style with shades of gold.<\/p>\n<p>In 1904 it was the turn of the painter Osvaldo Ballerio, who created the cover of the <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/documenti\/detail\/IT-PIRELLI-MISC0001-0000000289\/34-pneumatiche-velocipedi-motocicli-automobili-34.html?jsonVal=%7b%22jsonVal%22:%7b%22startDate%22:1904,%22endDate%22:1904,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20%7d%7d&amp;attachmentMisc=SI\">catalogue<\/a> of \u201cTyres for Velocipedes, Motorcycles and Automobiles\u201d. Born in Milan in 1870, and a graduate from the Accademia di Brera, he specialised in poster design and advertising graphics, with a particular focus on sports. In the 1910s he created several advertisements for Pirelli, which appeared on the covers of the Italian Touring Club magazine and in the magazines published by the Treves brothers (<em>L\u2019Illustrazione italiana<\/em>, <em>Il Secolo XX<\/em>, and <em>Lidel<\/em>).<\/p>\n<p>These were the years of the first real advertising campaigns in magazines and on posters, which were created by the great names in Italian and international poster design: Ballerio was soon joined by such artists as <strong>Leopoldo Metlicovitz<\/strong>, <strong>Alessandro Dudovich<\/strong>, and <strong>Plinio Codognato<\/strong>.<\/p>\n<p>And this was the start of the long history of Pirelli advertising.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pirelli\u2019s earliest visual communication came in the form of illustrated product catalogues, which it published in the late nineteenth and early twentieth century. They show how their decorative and illustrative functions were the focus of extreme care, alongside commercial considerations. The many rubber products made by Pirelli included consumer items that appeared in this type [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":87428,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[127,68],"tags":[246,601],"class_list":["post-87510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-historical-archive","category-stories-from-world-of-pirelli","tag-corporate-communication-en","tag-pirelli-150-anni-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Before Advertising: Illustrated Catalogues as a Form of Visual Communication - Fondazione Pirelli<\/title>\n<meta name=\"description\" content=\"Le prime forme di comunicazione visiva della Pirelli sono rappresentate dai cataloghi di prodotto illustrati realizzati tra Otto e Novecento.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/before-advertising-illustrated-catalogues\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Before Advertising: Illustrated Catalogues as a Form of Visual Communication - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"Le prime forme di comunicazione visiva della Pirelli sono rappresentate dai cataloghi di prodotto illustrati realizzati tra Otto e Novecento.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/before-advertising-illustrated-catalogues\/\" \/>\n<meta property=\"og:site_name\" content=\"Fondazione Pirelli\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-11T09:57:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-09-20T10:40:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2022\/02\/11105214\/DSIP_1022-2_1914_0001-e1644847084646.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2859\" \/>\n\t<meta property=\"og:image:height\" content=\"2061\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"fondazionepirelli\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"fondazionepirelli\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/before-advertising-illustrated-catalogues\/\",\"url\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/before-advertising-illustrated-catalogues\/\",\"name\":\"Before Advertising: Illustrated Catalogues as a Form of Visual Communication - 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