Comic Advertisements for Children in Postwar Italy. The Case of Durban’s Toothpaste on the Pages of “Il Corriere Dei Piccoli”

Translated title of the contribution: [Autom. eng. transl.] Comic Advertisements for Children in Postwar Italy. The Case of Durban’s Toothpaste on the Pages of “Il Corriere Dei Piccoli”

Veronica Fonte*

*Corresponding author

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

The aim of the article is to analyze this kind of comic strips, focusing on the advertisements of Durban’s oral hygiene products and their textual and visual narrative, to question the underlying educational message. By the analysis of the past seasons of the "Corriere dei Piccoli" magazine, kept at the Sormani Library of Milan, we can point out the message proposed in these comics strips, both educational and playful, in order to encourage the good hygiene practices. Moreover, the visual material reveals the cultural context of this kind of advertising, highlighting the use of ethnic and cultural stereotypes in a process of racialization of the idea of hygiene.
Translated title of the contribution[Autom. eng. transl.] Comic Advertisements for Children in Postwar Italy. The Case of Durban’s Toothpaste on the Pages of “Il Corriere Dei Piccoli”
Original languageItalian
Title of host publicationHistories of Educational Technologies. Cultural and Social Dimensions of Pedagogical Objects
Pages201-202
Number of pages2
Publication statusPublished - 2022
Externally publishedYes
EventISCHE43. Educational Technologies. Cultural and Social Dimensions of Pedagogical Objects - Milano
Duration: 31 Aug 20226 Sept 2022

Conference

ConferenceISCHE43. Educational Technologies. Cultural and Social Dimensions of Pedagogical Objects
CityMilano
Period31/8/226/9/22

Keywords

  • Children’s magazine, Representations of Childhood, Visual Culture, Second postwar Italy, Hygiene education

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