The second side event is “Ink battles. War: between advertising and propaganda through the filter of printed material”, a project created by Villa Carlotta, the Museum and Botanical Garden overlooking Lake Como, in order to mark the centenary of the start of the First World War.
The exhibition brings together about one hundred images from the Historical Advertising Archive in Como by Paola Mazza, prestigious first editions and original illustrations by great communicators of the time such as Beltrame, Codognato, and Dudovich, as well as artifacts, photographs, and documents from different private collections.
Ink, together with the artifacts (the mess kit, the soldier’s sketchbook, the letters from the front), thus succeeds in conveying the impact of the conflict both through communication accentuated by propaganda and advertising, and through the realistic and devastating images provided by the first photo reportages.
The “Ink battles” exhibition was curated by Serena Bertolucci, director of Villa Carlotta, Paola Mazza, founder and manager of the Historical Advertising Archive and Paolo Aquilini.
At Mercanteinfiera Spring 2015, Hall 4
from February 28 to March 8
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Mercanteinfiera Press Office
Villa Carlotta is a late 17th-century villa located in Tremezzo, on Lake Como. It is a place where masterpieces of nature and art share in perfect harmony over 70 square meters of gardens and museums open to visitors. It is an ideal destination for visitors who come from all over the world to admire its floral displays and its artistic heritage, which includes works by Antonio Canova and Francesco Hayez www.villacarlotta.it
The Historical Advertising Archive of Como, by Paola Mazza, boasts an extremely large archive of 20th-century advertising images and poster. It specializes in the reconstruction of “Advertising Archives” for brands that have a history of at least 60 years, and its illustrations are in demand as material for events, catalogues, books, and TV programs, thus contributing to the reconstruction of the history of communication and advertising in Italy.