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4.1 "Italy can different"

Carousel "was much more than simple advertising, has accopagnato the peninsula to" hand "in the mechanisms of consumerism, and this was transposition of the spectacular change in Italian society from a simple rural society to industrial society in all respects.
In August 1976, a brief statement announcing the closure of the Rai:
"We inform you that, from the beginning of 1977, the Categories of TV advertising, "Carousel" and "Intermezzo" (airing on the network, respectively, 1 and 2) are lifted. They will be replaced by another item common to both television advertising. "(1)" The
January 1, 1977 the "Year of Superspettacolo with Raffaella Carra." Carrie touches healthy forever, "Carousel" with a glass of brandy famous, rather than of champagne, became part of everyday life of Italians slogan "Stock Brandy, brandy, which creates the atmosphere."
" Here we are in 1977: a closed loop. Twenty years of Caroselli Stock. And it is in the name of Stocks thank all those who made them and you who follow us for many other years. Merry 1977!. "(2.)
So, forever," Carousel "ending his theater. Were now distant time when the evening meeting held Italians glued to the TV, waiting, anticipating the moment of silence and the symbol entr'actes.
Carousel dies after twenty long years. The times were changed now, as Italy had changed and it's hard to blame a cause rather than to another. Carousel was born in the period of economic boom and social "and had participated in social evolution taught Italians to consumers and businesses to communicate as he explains Edmondo Berselli, when supply and demand coincided perfectly.
The causes of the end of "Carousel" are different, in part traceable to the Italian political and social transformation that was witnessing the end of the seventies, and then within our country, and anyway it was heading towards an internalization and standardiddazione economic and cultural pace with other countries. One last
username "Caroselli" that identify well the average Italian in the late seventies and advertising of "insatiable", where not only the Italian citizen no longer content with the sole product, but is informed competent, knows the products and has become demanding in his choice within an increasingly further expansion.
So the Italian consumer is no longer a shy and unsure of itself that needs to be educated and guided to choose the best.
With the consumer needs change, products and changed the way we do, and then publicly pubblictà tv: more commercial, less education, to promote TV shows and full of entertainment, as defined by Piero Dorfles (3.) "The TV of the seventies is a place where every day is a holiday. " Advertise
through the "carousel" what had become insufficient and limited, and primarily the costs of production, including also the cachet that had soared to the stars, and secondly the time they were attacked. To publicly pubblictà was decided by the big American agencies especially that 30 "was needed to advertise a product. Let's say you just around the corner of the eighties" Carousel ", the first channel, and" Intermezzo "on the second channel, and advances represented the only areas of advertising, c 'was in need of change.
A month after the end of Carousel, in February 1977, Rai began to broadcast in color, which brought a renewal not only technological, but cultural sopprattutto: Stop with the carousel in black and white , now considered antiquated that had accompanied the television from its inception with a serious tone and a social climate and resigned, the new television established itself with new expressive possibilities. These reflect a more realistic and vivid reality, which together with psychological meaning, prosperity and abundance, embodying the world of consumption. A first
responsible for killing "Carousel" was the Italian Association of Advertising:
had developed a growing demand from companies for failure to support the high production costs, considered it their right to have access to advertising television. The end of "Carousel" has in fact allowed access to television advertising also smaller companies, this long overdue addition to dagl'inserzionisti also by advertisers.
Another reason, of not only the internal character Rai but also to the policy that is going to draw in Italy, was clearly expressed at the opportunity like a bifurcation of public broadcasting, which changed the way of approach and watch television.
Television was founded by the government with the role of pedagogy, but at a distance of twenty years, the city had learned to eat, but sopprattutto to choose. That's why it was necessary also a distortion of the schedules.
The first channel could no longer be the only reference channel. Social life had changed, and the people who stay up late, wanted to choose other forms of entertainment.
It was therefore decided that the broadcasts began at 12.30: in both channels were added new programming time zones who are experiencing significant plays from the start as late at night, as the broadcast ended at midnight, but the range of programming afternoon and lunchtime.
Another critical step that brought a renewal in the Italian television was the liberalization of private broadcasters.
In 1976 the Constitutional Court decreed the liberalization of private broadcasters in the local area: the Italian Parliament launched the rules for authorizing the first segment of the television broadcasts not only RAI state.
From initial idea to sell to a television audience measured in quality dagl'indici of choice, the idea of \u200b\u200bselling a quantity of television, the number of listeners or sold to advertisers. So the television changes from a state monopoly to a market condition in which in exchange for a successful transmission of the viewers receive a massive dose of publicity, higher than that proposed in just ten minutes.
short, if "Carousel" before ending had been sharply criticized by intellectuals and opinion leaders believed that a subtle tool of consumerism, ironically, with its disappearance in the eighties will see the exponential growth of television advertising.

Notes:

1. "A surprise box. The range of films Roberto Gavioli and audiovisual communication in Italy from carousel today. Presentation by Sergio Zavoli ', p. 196, Editoriale Jaca Book Spa, Milan, 1998.
2. "Carousel" by Piero Dorfles pag.105, Editrice "Il Mulino, Bologna, 1998.
3. "Carousel" by Piero Dorfles pag.111, Editrice "Il Mulino, Bologna, 1998.

‏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