Seriality in Advertising Communication

Advertising has historically developed a particularly strong connection with seriality because this technique improves advertising’s capacity to achieve the corporate goals of product promotion, constantly pursued. This chapter therefore looks at the main stages in the evolution of advertising in order to show how the strong link between advertising and seriality has developed over time. Since the world of advertising has generated a vast quantity of messages, we have narrowed our field of observation and have focused on some of the most significant cases of serial messaging in the history of Italian advertising. That’s because on one hand Italian advertising falls within the scope of the evolution of international advertising, but on the other it has its own distinctive features.