The article examines the approximately 950 trademarks registered with the Italian Patents office in Rome or with an Italian chamber of commerce between 1904 and 1994. It investigates the most frequent associations they exhibit with the concepts of 'power', 'tradition' and 'reliability', the aim being to establish which political, socio-cultural and economic developments experienced during this period underlay the societal values most frequenly addressed by trademarks.
Assoziationen italienischer Markennamen im 20. Jahrhundert
COTTICELLI, Paola
2012-01-01
Abstract
The article examines the approximately 950 trademarks registered with the Italian Patents office in Rome or with an Italian chamber of commerce between 1904 and 1994. It investigates the most frequent associations they exhibit with the concepts of 'power', 'tradition' and 'reliability', the aim being to establish which political, socio-cultural and economic developments experienced during this period underlay the societal values most frequenly addressed by trademarks.
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