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

Share Proceeding

Featured papers

See More


G1. Enchantment through Retro Product Consumption in a Digital World

Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK

Read More


I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media

Martin A. Pyle, Ryerson University

Read More


J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship

Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.