In 1953 Enrico Mattei founded the Ente Nazionale Idrocarburi (Eni), the National Oil Industry, in order to seek oil and methane. With birth of the Film Office, that produces the corporate’s documentaries, company’s communication strategies is specialized also for public television. In addition to advertising on press, in radio and cinema, Eni has produced many short film for television program Carosello, the first advertising of the Italian television. The author discovering in these industrial advertising the signs and the most important aspects of the Italian economic miracle that has transformed the Italian society in a consumer society.
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