An intermedial dialogue between cinema and its posters: Italy 1945-1969

Del Buono, Maria (2021). An intermedial dialogue between cinema and its posters: Italy 1945-1969. University of Birmingham. Ph.D.

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Abstract

This thesis aims to explore the role of artistic creativity in Italian film manifesti in relation to the growing industrialisation and commercialisation occurring in Italy during the age of mass consumption. The timespan 1945-1969 is particularly significant for its evolving and formative nature because of the emergence of a consumer culture, which enabled film manifesti to convey socio-cultural transitions through their enticing images publicly displayed. The premise that creativity and artistic ability are central to film manifesti is put forward, with a predominant role for its pittori di cinema leading to advertising success. Through a comparative analysis of film manifesti, original drafts, and multiple artistic media, this thesis explores how Italian graphic artists dealt with the juxtaposition of their creativity and commercial needs. Socio-cultural challenges were faced, such as incorporating American marketing strategies for film advertising and censorship issues; I argue that these pressures enhanced the role of pittori di cinema as socio-cultural mediators. Pointedly, they have expressed their artistic creativity in a way that has influenced the choices of mass public. In summary, my interdisciplinary evaluation of the critical visual power of film manifesti demonstrates pittori di cinema’s role as catalysts for the development of a modern mass society.

Type of Work:

Thesis (Doctorates > Ph.D.)

Award Type:

Doctorates > Ph.D.

Supervisor(s):