Advertising communication as we know it today is a product of the Industrial Revolution: the technology of the era finally allowed the production of large quantities of goods and required an adequate communication tool. This tool was the press: in 1836, Emile De Girardin introduced paid advertisements in the newspaper “La Presse". At the end of the 19th century, the development of the chromolithographic technique made it possible to produce large-format colour prints at affordable prices, giving rise to the advertising poster.
The third edition of the series of exhibitions IMPRESÆ DA RACCONTARE (Recounting enterprise) is dedicated to the advertising poster and other communication tools of the Unipol Group companies, entitled Evoluzione della comunicazione pubblicitaria nel Gruppo Unipol (Evolution of advertising communication in the Unipol Group) and curated by the Historical Archive of CUBO, to be held in Bologna and Milan from 9 October 2019 to 11 January 2020.
The exhibition project is supported by an app that can be downloaded from the Apple Store and Google Play, which includes an audio guide of the exhibition that visitors can benefit from and complements the exhibition's contents.
Virtual tour of the exibition