ABSTRACT
This chapter describes the galvanic business communication that explored decidedly innovative forms of expression for that period: traditional advertising, the use of celebrities and the cinema (i.e. Roman Holiday), the participation in international motorcycle exhibitions with spectacular settings, the linking of the Vespa to women, the creation of the Vespa club circuit and the use of leisure time to build a following for the Vespa. Thus, more than a means of transport for the middle and working classes, in the heads of consumers the Vespa had become a desirable merchandise.
