Abstract
Advertising has an impact on the formation of public consciousness and culture. The article deals with the history of Italian advertising of the 50-70s of the XX century, which is characterized by the arrival of American agencies in the peninsula, and, with them, the introduction of new competencies and opportunities, new ways of developing commercial concepts of impact on public opinion and consumption. The author cites the facts, not published in our country, of the period of the “economic miracle”, when Italian design was establishing in the international arena together with the names of the largest brands: Olivetti, Ivrea, Barilla. The introduction of this subject in the practice of teaching the history of advertising in profile universities is proposed.
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