{"id":89515,"date":"2022-05-23T09:47:42","date_gmt":"2022-05-23T08:47:42","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=89515"},"modified":"2022-05-23T09:47:42","modified_gmt":"2022-05-23T08:47:42","slug":"1953-a-golden-year-for-pirelli-advertising","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/1953-a-golden-year-for-pirelli-advertising\/","title":{"rendered":"1953: A \u2018Golden\u2019 Year for Pirelli Advertising"},"content":{"rendered":"<p>On the evening of 7 November <strong>1953<\/strong>, at the <strong>4th Advertising Congress in Milan<\/strong>, Dino Villani awarded Dottor Paolo Polese, the representative of the Pirelli Group, with the <strong>Palma d\u2019Oro<\/strong> for the best advertisement of that year. \u201cAn advertising campaign that has reached the finish line without a puncture\u201d joked the commentator on the <em>La Settimana Incom <\/em>newsreel. The golden award acknowledged <strong>Pirelli<\/strong> as a ground-breaking company in terms of its communication but, in more general terms, it also highlighted the ever-greater importance of advertising in the post-war period. These were years of extraordinary vivacity for Italian visual communication, and advertising reflected \u2013 and in some cases anticipated and emphasised \u2013 the forward-looking enthusiasm that was a feature of this early period of the economic boom. Pirelli worked closely with graphic designers and artists in these years to create campaigns that made the history of Italian graphics. This can be seen in <strong>Joan Jordan<\/strong> and <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/detail\/IT-PIRELLI-OA0001-0000003407\/bozzetto-pubblicita-suole-pirelli-5.html?jsonVal=%7b%22jsonVal%22:%7b%22query%22:%22coria%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20%7d%7d&amp;attachmentMisc=undefined\">Ezio Bonini<\/a>\u2018s advertisement for Pirelli Coria soles, the advertisements for the Stelvio tyre by Franco Grignani, Ezio Bonini, and <strong>Pavel Michael Engelmann<\/strong>, the one by <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/detail\/IT-PIRELLI-OA0001-0000003395\/bozzetto-pubblicita-borse-acqua-calda-pirelli-2.html?jsonVal=%7b%22jsonVal%22:%7b%22query%22:%22savignac%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20%7d%7d&amp;attachmentMisc=undefined\">Raymond Savignac for Pirelli hot water bottles<\/a> and many others. To celebrate this important award, <em>Pirelli <\/em>magazine, under the then editor-in-chief Arturo Tofanelli, commissioned the <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1953_6.html#page\/1\/mode\/2up\">cover<\/a> of the sixth and last issue of the year from the graphic designer <strong>Erberto Carboni<\/strong>, who designed it in the form of a graphic reworking of the precious palm-shaped trophy. In this issue, an article signed by \u201cV.S.\u201d \u2013 the initials of Vittorio Sereni \u2013 outlined the <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1953_6.html#page\/36\/mode\/2up\">\u201cSecret balance sheet of a year of advertising\u201d<\/a>, telling the story of an intense year of work \u201cat number 94 Viale Abruzzi, second floor\u201d and the secrets involved in creating a good advertising campaign. Here the absolute master is always the product \u2013 the object \u2013 for it has the graphic artist\u2019s pen and pencil at its service, while the advertiser is \u201cthe servant and at the same time the master of this haunting muse who challenges the cinema for its place as the tenth muse.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On the evening of 7 November 1953, at the 4th Advertising Congress in Milan, Dino Villani awarded Dottor Paolo Polese, the representative of the Pirelli Group, with the Palma d\u2019Oro for the best advertisement of that year. \u201cAn advertising campaign that has reached the finish line without a puncture\u201d joked the commentator on the La [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":89490,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[243,246,249],"class_list":["post-89515","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-stories-from-world-of-pirelli","tag-company-history","tag-corporate-communication-en","tag-graphics-art-and-design"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - 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