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From élite to usual

The automobile was not merely a fast moving modern monster. Little by little it lost its patina of luxury and it was revealed as a practical and useful means of transport. The idea shone through a certain number of European ads in which car and driver were de-mythologized and rendered more approachable, but this approach […]

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Shell and Agip: strategies

An exceptional example of advertising philosophy is that of Shell U.K. Ltd. which, from 1932 to 1939, used its brochures as true showcases of graphic design, entrusting their realization to a large number of artists of the most disparate tendencies, some of them of the first order. The quality of the product being a given, […]

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Futurism and Cubism

In the Europe of the second decade, still immersed in the softness of Art Nouveau, gasoline advertising focused decisively on the elitist aspect of the automobile and its fuel, and on this button it continued to push at least until the Forties. The idea of modernity, already present in the advertising from the ‘Teens, was […]

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Kerosene and gasoline

A diffused glow cast by a lamp, around which revolves a homely scene; the atmosphere is meditative, protective. At the end of the 19th century and in the first decades of ours, this was how kerosene and the lamps that used it were advertised. The oil lamp was presented as an efficient instrument at the […]

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Graphics

Graphics

From élite to usual

Shell and Agip: strategies

Futurism and Cubism

Kerosene and gasoline

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