ALFA AND ADVERTISING
FROM THE EARLY POSTERS FOR NEW SPOTS: THE EVOLUTION OF LANGUAGE ALFA ROMEO IN THE ADVERTISING WORLD
THE FIRST MANIFESTO
Since the beginning, the posters have accompanied the car. The new industrial product immediately becomes the protagonist of many of the Tribune Illustrated covers, Auto Italian and Domenica del Corriere. Shown here in the first poster advertising ALFA
ALFA ROMEO CARS
The first poster of the Alfa Romeo after the end of World War carries the slogan: “Cars Alfa Romeo, for the best cities and tourism.”
Designed by an artist named Elio, the press is a winged Mercury, symbol of science and of progress, which raises the car.
Clearly influenced the cubist culture, the poster created in 1924 by René Magritte, shows the car in a surreal urban context.
detect A further class car there is the presence of two female figures dressed elegantly.
LA VOITURE ANGLAISE DE GRAND LUXE
In the twenties, with the exception of specific posters, also calls for sporting activity are well present.
To embellish the object of desire is only a confirmation of the technical qualities of the car.
PICTURE OF CLASS
Since the twenties information begins to give way to communication. The advertising seeks to address these situations and atmosphere typical of the “beautiful world.”
Creates a unique and classy, from which the customer feels attracted.
30 YEARS OLD
THE CAR OF THE CLASSIC PERFECTION
The style continues to exist even in the thirties and during the war but, with fascism, begins to dominate a different language. The rhetoric of empire, autarchy, the homeland profoundly influence the advertising posters.
spite of a much more impressive and propaganda, cleverly permeated by futurist culture, it lacks a strong aesthetic and artistic value.
ALFA ROMEO JEWEL
Class, elegance and technical perfection: in a word a gem, is defined here as Alfa Romeo in the 30s.
THE ARROW OF THE “MILLE MIGLIA”
Class, elegance and perfection Alfa Romeo becomes “the vehicle of autarchy”, “the most popular sports car in the world”, “the arrow of the Mille Miglia.” Technique: in a word a gem, is defined here as Alfa Romeo in the 30s.
SUMMARY OF PERFECTION AND ELEGANCE
The Alfa Romeo 6c 2300 Mille Miglia 4-seater combines speed and quickness of shifts in tourist trips to a “synthesis of perfection and elegance.”
A NEW WORLD RECORD FOR ALFA ROMEO
With fascism, begins to dominate a different language. The rhetoric of empire, autarchy, the homeland profoundly influence the advertising posters.
statement is the added value of the product not so much for the customer, as for the citizen of the empire.
THE PEOPLES OF LATIN
In a setting martial and propaganda, Alfa Romeo emerges as the industry of excellence.
Their products are symbols of the power of the country, but also its culture, its beauty and its activity.
THE AERONAUTICAL COMPANIES
In the posters of the fascist period are shown the symbols and values empire: the fasces, the power industry, the soldiers at the front to the landscapes of North Africa, from aerospace companies to those ships.
As for the Air Force, even the speedboat of excellence can not be separated from the Alfa Romeo engines.
BUS 800 A
Alfa Romeo is almost automatically associated with the production of passenger cars; However, you can not forget for more than 50 years as the home of Arese has been one of the leading manufacturers of vehicles for public transport: buses and trolleybuses.
6C 2500 FRECCIA D’ORO
The Second World War finally ends disappear from the posters and military airplanes, soldiers at the front and cars painted with camouflage.
This creates an exclusive and classy, from which the customer feels attracted.
6C 2500 FRECCIA D’ORO
After the war, they forget the tone of propaganda, rhetoric and autarchy empire.
assembled The first cars are the luxurious 6C 2500, with its roots in the 30s.
EXPERIENCE, CLASS AND TRADITION
The postwar period is the era of optimism, of reconstruction. Alfa Romeo means to rebuild a factory destroyed by bombing, a resume automobile production and saturate a production capacity soared during the war.
VEHICLES AND TROLLEYBUSES
In the 50s, to ferry the Alfa – also from the advertising point of view – to the mass market, will once again be racing.
158 wins worldwide and posters will retrace the triumphs.
With the new Alfa Romeo Spider 2000 to the reality combines the sporting elegance. It therefore seeks the aesthetic value are created sketches, watercolors, photographs from light or fire detail, with the aim of attracting attention.
GIULIA SPRINT GT
It continues with Julia, “designed by the wind”: the posters depict a refined sedan, a sporty Sprint and Spider that is the joy of living.
ALFA ROMEO MILLE
Looking at the history of Alfa Romeo trucks can not jump to the eye as the Casa del Portello was, after the Fiat, the longest Italian manufacturer of commercial vehicles.
GIULIA DESIGNED BY THE WIND
The issue of security – active and passive – is faced since the early 60s. E ‘in this manifesto of the Giulia, the car “designed by the wind”.
ALFA 6 CYLINDER
A poster created to surprise, to smile, to intrigue not from the standpoint graph, rather than the content.
Slogan witty sometimes humorous, jokes, and even short stories, maybe betting on a series of posters. It ranges subtle irony to a “comedy” and more evident.
THE WIN IN A FIST
From the aesthetic point of view the research does not follow a single style but all advertisements, or series of posters, follows a different path and is aimed at a different audience.
In a more or less conventional rather ironic associate images to a descriptive text.
INTERNATIONAL UNIVERSAL EXHIBITION IN MONTREAL
In 1967, on the occasion of the Universal Exposition in Montreal in the Italian pavilion is presented the stunning Alfa Romeo Coupe de Montréal. The theme of the pavilion: the “conquests of man.” The final version is then presented at the show in Geneva in 1970.
This is the age of the beautiful series of posters for the French market on the “Virus Alfa”, which describes all the stages of the “disease” that affects the Alfisti.
VIRUS ALFA FRANCE
The “Virus Alfa” full synthesis of ‘”to be” Alfista. A disease that affects the heart and leaving no respite.
manifesto is the anthem of the Alfisti throughout the world. Maybe someone does not perceive the symbolic value but – in the end – what does it matter?
SPIDER IS ALFA ROMEO
“Spider is Alfa Romeo. Spider is moving in nature “or” Giulietta. It turns dads into heroes “: this style fresh and ironic posters during the last 70 years.
Even the series of advertisements for the fledgling Alfasud, with graphics and language of comics: “Alfasud, is all his Aunt Julia,” “Before you fall in love inquire about the family,” reveal a carefree and naive approach.
THE ALFA WINS
The announcement of the victory of 33TT12 in 1975 goes beyond the celebration of a brand that excels on the track. It tells rather a way of being: winning.
The Alpha 6, the car sedan produced by Alfa Romeo in Arese plant is offered for sale with the difficult task of countering the big German sedans BMW and Mercedes-Benz.
“Alpha 6, the Italian alternative,” reads the slogan fact .
LES CHEVAUX DE FEU
An Alfa Romeo that acquires a more sporty but at the same time the most seductive and sensual. The Alfa perfectly illustrates the idea of ”horses of fire”, the excellent advertising slogan taken from the Russian film made in 1962 by the Armenian filmmaker Serge Paradjanov.
ALFA ROMEO SPIDER SPAIN
In the eighties can be found advertising posters that highlight shapes and models of car, triggering a two-way communication: an Alfa Romeo Spider seduce and conquer.