ABSTRACT
Italian critics and scholars have in fact commented on how those traditions may and at times did effectively constitute a limit to the development of new forms of expressions in the field of cinematic and advertising creation. A struggle associating Italian film producers and promotional intermediaries is the necessity to deal with limited finances. The process of Americanisation of Italian culture, in the sense of a massive inflow of US films and television products, as well as a tendency to appropriate and conform to the social models promoted by those media, began in the immediate aftermath of World War II and went on well into the 1980s. In Italy, all the combines with the long-standing, inextricable association of advertising to television, and more specifically to the cultural and ideological framework of commercial television embodied by Silvio Berlusconi. The chapter also provides an overview of the key concepts discussed in this book.
