The economic boom in journals for teachers: taking a look at advertising

Abstract

In this article, I focus on the Italian economic boom of the 1950s and 1960s via analysis of the advertising messages featured in two leading contemporary journals for teachers that were representative of distinct religious/cultural perspectives: «Scuola Italiana Moderna», linked to Catholic movements based in Brescia and «I diritti della scuola», a publication informed by the thinking of secular radical-democratic circles. It is interesting to note thea, in both cases, the new general emphasis on consumption was strongly reflected in both the quantity and variety of products advertised, which ranged from foodstuffs to baby care items, with advertising campaigns often based on competitions run by leading national producers; from healthcare and beauty products to clothing and luxury accessories; from furniture to electrical appliances offered via hire purchase plans. Now were taeching materials overlooked, as borne out by the large number of ads for flims and projectors, pens and markers, records and globes. The editors of the Catholic journal displayed a concern with fosteringo a mindful and balanced approach to assimiliting progress, as borna out by a series of regular columns offering sober, down-to-earth advice on the themes of fashion and redesigning the home, sometimes in the form of replies to specific questions submitted by readers.