The pencil has accompanied the everyday life of Italians for over a century, from school to work, becoming a favorite tool of creative expression.
Through a rich iconographic apparatus, more than 500 images, the volume traces the salient stages of its history in an unprecedented and in-depth manner: its production in Italy starting in the second half of the 19th century and the initial attempts to imitate foreign pencils, which was followed by the commitment of firms such as Pangrazzi, Presbitero and Fila in the affirmation of Italian lapis as a banner against illiteracy; the numerous declinations born in the wake of the moods and fashions of the time: copying pencils, indelible, stenographer’s, “ballpoint,” scented. And also the glittering successful advertising campaigns designed by such leading artists as Fortunato Depero, Enrico Sacchetti, Roberto Aloy, Severo Pozzati, and Giuseppe Magagnoli, as well as the studied and increasingly appealing packaging – cases, boxes, displays – capable of restoring images and shapes that, throughout the twentieth century, imposed themselves as unforgettable symbols and visual signs.
Matite, storia e pubblicità Book – Silvana Editoriale
€36.00
1 in stock (can be backordered)
[Author: Giovanni Renzi].
The pencil has accompanied the everyday life of Italians for over a century, from school to work, becoming a favorite tool of creative expression.
Additional information
| Dimensions | 24 × 28 cm |
|---|---|
| Binding | Hardcover with dust jacket |
| Pages | 152 |
| Language | Italian |
| Anno | 2019 |
Silvana Editoriale was founded in 1948 by Amilcare Pizzi, as a way of remembering his daughter Silvana, who died prematurely in 1944. Through his commitment and passion, Pizzi expanded its business by publishing books of enormous value. In the mid-90s, Silvana redefined its publishing strategy, embarking on a path of growth and development on the national and international markets, focused on the fields of art, design, architecture and photography, all of which is documented in the on-site catalogue. Today, Silvana Editoriale publishes more than 400 titles a year in collaboration with Foundations, Research Institutes, Universities and Museums across Europe, the United States and the Middle East.
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