Consumption Symbols At the Cinema: Italian Masters’ Movies (1945-1975)

Since the 80s, movies have been used as a source of information for the analysis of consumption culture. Movies often include consumption symbols in the form of products, brands, icons, and even movies. In this paper, after a brief review of the literature about movie analysis in a consumer culture perspective, some insights from the movies of Italian masters (1945-1975) will be given. Since the 40s, consumption symbols have been widely used: specific product categories were employed for metaphoric purposes (cigarettes and automobiles), movies and made in the U.S. goods were considered as highly expressive symbols.


Daniele Dalli and Giacomo Gistri (2005) ,"Consumption Symbols At the Cinema: Italian Masters’ Movies (1945-1975)", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 586-592.


Daniele Dalli, Universita di Pisa
Giacomo Gistri, Universita di Pisa


E - European Advances in Consumer Research Volume 7 | 2005

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