Bodily Regimes: Italian Advertising Under Fascism PDF
Preview Bodily Regimes: Italian Advertising Under Fascism
Bodily Regimes This page intentionally left blank Bodily Regimes Italian Advertising under Fascism Karen Pinkus University of Minnesota Press Minneapolis London Copyright 1995 by the Regents of the University of Minnesota All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Published by the University of Minnesota Press 111 Third Avenue South, Suite 290, Minneapolis, MN 55401-2520 Printed in the United States of America on acid-free paper Library of Congress Cataloging-in-Publication Data Pinkus, Karen. Bodily regimes : Italian advertising under fascism / Karen Pinkus. p. cm. Includes bibliographical references and index. ISBN 0-8166-2562-X. — ISBN 0-8166-2563-8 (pbk.) 1. Advertising—Italy—History. 2. Propaganda — Italy—History. 3. Human figure in art. 4. Commercial art—Italy—History. 5. Fascism and art—Italy—History. I. Title. HF5813.I8P56 1995 659.1—dc20 94-37311 The University of Minnesota is an equal-opportunity educator and employer. For Bob This page intentionally left blank Contents Illustrations ix A Note on Pictorial Sources xiii Acknowledgments xv 1 / The Body and the Market 1 Is Advertising a Humanism?—Body and Psychology—In Corpore Dueis — The Figurine — Some Considerations of Style 2 / Selling the Black Body: Advertising and the African Campaigns 22 Colonial Innocence? — Prefascist Concepts of Blackness — Fascist Black Bodies — Marinetti's Mafarka: A Paradigm—Futurist Blackness — Black and Jew — A Catalog of Abjection — Legacies of Blackness 3 / The Fascist Body as Producer and Consumer 82 Toward a Theory of the Fascist Body—Consumption: Sugar, Stimulants — Grains—Digestion, Automatism—The White Homunculus — Agricultural Production—Industrial Production— Office Work—The Artisan-Producer—Representing Capital — Savings — Material Metabolism 4 / The Body and Its Armors 150 Advertising and Gender in the 1930s — Male-Order Armor— The Baths — The Radio — The Psychopathology of Sport vn viii / Contents 5 / The Body Disappears: Negation, Toxicity, Annihilation 195 Disavowal of the Body—Rays and Radiation — Soul Murder— Rayon—Smoke without Restrictions — Rays from the Eye — The Body Disappears (Not a Conclusion) Notes 245 Index 267 Illustrations 1. "Bibendum," Michelin's tire man, 1910. 13 2. "I am coffee." Gino Boccasile's coffee bean-head. 26 3. "Normalized" blackness from Le vie d'ltalia, March 1936, no. 3. 28 4. Gaffe Franck coffee supplement. 30 5. Depero's rubber-headed woman. 44 6. Seneca's Perugina chocolate women. 45 7. "The typical New York Jew" by Depero, in Ricostruzione futurista dell'universo. 47 8. "Black and Jew: Two typical American types." 47 9. White woman nursing baby. 50 10. "La Torinese" by Mauzan. 53 11. "Faccetta nera" chocolates. 57 12. "Insurance" by subjugation. 62 13. Veiled Arab by Seneca. 64 14. Ettore Moretti tents. 67 15. Feminized Moor figure from coffee surrogate ad. 68 16. Insurance baby. 71 17. Children play out race relations in Treviso savings bank ad. 72 18. Knife cutting Aryan Italian from degenerate others. 75 19. Triennale colonial decor. 76 20. Boccasile's transvestite drama. 77 21. United Colors of Benetton nursing black mother. 80 ix
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