The myths of the Fascist ventennio inspired the marketing, while the avant-garde created modern consumers. An exhibition at Rome’s Villa Torlonia illustrate the encounter between great artists and the Italian industry through two hundred advertising posters.
They are born for advertising. They are signed by great artists like Fortunato Depero, Lucio Fontana, and Marcello Dudovich. And they become artworks, with an increasing economic value. Commercial posters are becoming rare and precious art objects.