Art, craftsmanship and romance: an advertising profile of Italy

An advertising profile of Italy

This month, Creative Culture visits the southern European Nation, to discover the significant impact its culture has on advertising.

For those who experience life in Italy, the rich culture that pours from the streets, cafés, and museums is undeniable. Concepts such as art, design, and romance have been deeply rooted in the nation’s culture, since the time of the Renaissance – a period that marked significant cultural change and achievement throughout the world. It is believed, however, that the Italian Renaissance was the earliest manifestation of the general European movement, beginning in Italy during the 14th century. Over the years, this daring and resounding cultural movement has echoed to all facets of Italian life, including advertising.

For Italians, image is everything

The country of Italy has always been well respected for its bold creativity. While other European nations might find a clever pun more appealing, the obsessive focus on imagery and sensory engagement throughout Italian advertising simply cannot be ignored. This likely explains the more than 50% stake that TV advertising holds out of the nation’s total ad spend.

In addition to cultural influences, Italian advertising is different from the other markets as there are fewer legal restrictions. As it stands, Italian law only intervenes after a commercial or print ad has already been released, which allows adventurous brands to take larger risks on the creative. A well-known Italian snack brand, Amica Chips, recently pushed the advertising envelope by using a not-so-typical celebrity endorsement to market their product in a series of ads. The rather racy advert features a famous adult film star, Rocco Siffredi, who is not shy about using sexual innuendos to describe features of the crisps to each beautiful woman he encounters. The imagery in this viral advert suggestively speaks for itself.



This creative flexibility of Italian advertising also points back to the carefree nature of its people. In another locally popular TV advert created by global beverage brand Nastro Azzurro, sequences, images and words encourage the everyday individual to retain a positive outlook and just 'say YES!'.



The language of romance is always translatable

The Italian language is characterized by romance, and the inhabiting people have long-embraced this idea, from scenic countryside to charming cobblestone streets. The concept of romance also finds itself in much of Italy’s advertising. A recent Dolce & Gabbana ad exemplifies this, captivating the audience with the story of a budding romance. So captured by the imagery and romantic ambiance, one might almost overlook the perfume fragrance that is marketed at the tail end of the ad.  



Preserving culture remains at the forefront

With a culture of artistry and craftsmanship that has been engrained in Italians for hundreds of years, this paradigm is beginning to shift as younger generations seek the convenience of modern technology. This year, tech giant Samsung decided to step in with a one-of-a-kind experiential concept that married traditional Italian craftsmanship with twenty-first century technology. The campaign enlisted four world-famous artisans to teach over 40 lessons and host live chat sessions, where future-craftsman students could interact and collaborate in real-time using Samsung devices. Samsung dubbed it Maestros Academy, and since project launch, the videos have surpassed the one million mark on Samsung Italy's YouTube channel, and Facebook posts surrounding the initiative has reached a staggering 4.5 million users. 

For global brands, effectively targeting specific markets begins with a careful consideration of the cultural intricacies that make each country so unique. Italy brilliantly depicts this idea as their vibrant culture continues to permeate through all layers of life. When the right local market insight is achieved, brands have taken one step closer to maximizing cultural authenticity and relevance.

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