“There are times when we are perhaps visited by a mild nostalgia for the harmless and leisured times before the advent of advertising. yet if we considered how the world would look without advertising, we should certainly have to admit that it would lose much of its form and color. that we should no longer see the faces turned towards the bright displays, nor the eyes that sparkle in the light of illuminated advertisements. The walls would be monotonous, the streets emptier and duller; there might be unemployment, there might be even misery. And above all we should not see our own progress, for advertisement is nothing if not a manifestation of progress.”

Carlo Dinelli, “Advertising Art in Italy”, Graphis, #33, 1950

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