‏jesse Jane Vidyo

4.0 "The arrival of the" mood "commercial and the end of Carousel

With the start of the economic boom, and then increase with the growth of industrial plants, to the Italians was facilitated by the availability of essential consumer goods and goods especially those known as "durable". Merchandise trade and relations with other countries starnieri became more and more widespread: first of all the model of production and consumption in the U.S. that we, like all other countries, we standardize.

Carousel born in the late fifties as an advertising space that fits between the experimental television (the first television broadcasts dating back to 1954) and promoted by the educational government. The very first television
born as social educator: is embraced by the Italians as an enjoyable pastime and newscasts, alternate programs of cultural and scientific documentaries.
The theater comedy is transmitted every evening on the first channel state television, and was created to meet the growing demands of advertisers who, through advertising the product, at the service of the new means a new form of advertising: they will be just those ten minutes, granted by Sipra, an excellent start to see forever changed the habits of the Italians.
on Italian television advertising breaks through carousel, sold as entertainment, looting kinds of theatrical success taken directly from the models, including Italy, which lies more in starting a climate of modesty, reluctant to certain news and developments, began to fluctuate in this vortex of consumerism taking over the American model (which was ill-considered).
Among other things, all kinds proposed by our local advertising, which Italy could do school and on which the success was gatrantito were: the Italian comedy, the magazine el'avanspettacolo.
to advertise the products are known players in the world of cinema and theater propia providing the image and recognition products. In parallel to the actors in the flesh of the bones will head to the theater of some carousel cartoon characters, an original innovation that receives immediately a great success and decide the best period of Italian animation.
born in 1957 when "Carousel" there are few advertising agencies that dealt essentially advertising the "classical" (print edition, but also and especially the poster) and cinema advertising (such as Pagot film). Between 1959 and 1969 in Italy is a developed economy of television advertising and the advertising market is corroborated by giving shape to the first large agencies. Initially, however, the public was made by production companies, because agencies do not yet exist or were still very few. Worked within the creative production houses. The employment relationship was fairly straightforward: the house of production was called by the client, the client he would agree with the creative, and all he set out guidelines for the top job in which you decide together how to present a product, the stories, characters, and dialogues to be carried out in the ad campaign .
Since the early seventies in Italy opened branch offices of major advertising agencies like Ted Bates U.S., the W. Thompson, the CPV, the Mark Erickson, who stole the scene with the Italian agencies (or at least smaller ones).
Advertising, in Italy as in other European countries began to become standardized and arrived in our country marketing: the market pubblictario shifted to the large agencies that had inside many professionals, with terms defined in English as a copywriter, supervisor, mediumistic and art director.
These large agencies wanted to maintain a policy of more international work, and when they have a lot of money trying to keep the whole country, making people not always brilliant, perhaps made by their creative little fanciful.
From the 70s onwards "Carousel" style underwent a transformation:
early as 1965 the public was assaulted and was the subject of much dispute that continued until the period of revolution of '68, where intellectuals and younger generations harshly criticized the advertising and advertising itself, which is considered capable of creating false and unnecessary consumption needs, featuring a consumer society.
In 1973 a deep economic crisis and oil hit industrialized countries, and if many firms had closed because of strikes and labor riots, others closed but departs for the advertising industry was in crisis.
companies could no longer invest in advertising and this caused a change in the choices of business strategies and communication.
Thus was born the way of an advertisement in the trade "mood" more of the atmosphere, which reflected more uniform than it was to delineate a character far from that of "Carousel", characterized by the two and a half minutes in which the skit and beaten by a bit Skech 'from Italian comedy advertising softened the tail of 30 ".

The major advertising agencies were born in America where the advertising was designed by engineers, scientists and sociologists. was imposed to us so that the time needed to communicate the advertisement was 30, and then the entire audience had come in time shorter.
This involves both a reduction in the time and cost involved but above all a different way of communicating with a style very funny and rather boring. The Italian genre par excellence, the variety is going to replace the kind of atmosphere.
A great artist, Marcello Marchesi , defines the entrance of the "mood" commercial and the end of "Carousel"
" Then they began to bloom on the lips of the pipe copywriter, account, which were the pillars of the advertising agencies that opened the American line: only spoke English and media, storyboard, jingles, brainstorming, and budget. And makers of carousels so we lost touch a bit of the old masters' paternalistic, the industrialists who now turned the world on board the yacht, and we found ourselves in front of blocks of shares with which it is not very easy to talk.
short, began the period of the hidden persuaders! The persuaders
decided that the carousel was not to be funny because the fun <>, that is distracting the attention of the buyer of the product. And so what they created? Those carousels created a little bit in a water bath, so insipidini, that created the so-called atmosphere: children, horses, old ran in slow motion as if all were flying. It was not known well in which direction they went, until they were in the hands of the product could be a drink, a vibrator, a detergent, an encyclopedia.
I believe that that is was the beginning of the end of "Carousel"! . "(1.)

Marcello Marchesi Rai in an interview in 1971

Notes:

1. "The best of 1957-1977 Carousel" by Guia Cross, 1977 interview with Marcello Marchesi, P.. 140, Giulio Einaudi editore spa, Torino 2008