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La rivista che vorrei

Registrazione Tribunale di Monza n. 1927 del 24/9/2008 N° ROC 17857 ISSN 2283-3269 Colophon completo

Steve McCurry, la popstar della fotografia a Monza

Culture ~ Antonio Cornacchia

Steve McCurry, la popstar della fotografia a Monza

Una prima lettura fotografica di “Oltre lo sguardo”, la grande mostra in Villa Reale della fotostar di Philadelphia con l'allestimento di Peter Bottazzi

Il lavoro? Qualcosa di più dell'articolo 18

Lavori ~ Giacomo Correale Santacroce

Il lavoro? Qualcosa di più dell'articolo 18

   La causa principale del problema del lavoro sta nel progresso tecnologico. Assisteremo a una grande ulteriore contrazione del lavoro dipendente e a un grande aumento di attività indipendenti, più rispondenti alle vocazioni delle singole persone, al limite tra lavoro e svago

FabLab. Quando l'immaginazione è un dovere

Lavori ~ Marco Caruso

FabLab. Quando l'immaginazione è un dovere

Il primo FabLab in territorio brianzolo figlio della crisi, soprattutto quella di immaginazione. Intervista agli ideatori del progetto, in cui ci raccontano scelte, speranze e caratteristiche di un'avventura in tutto e per tutto nuova, ma per certi versi legata ad uno scambio più diretto e non troppo mediato da esigenze economiche o comunicative.

Eugenio Finardi e l'Italia che non scappa dalla realtà

Culture ~ Antonio Cornacchia

Eugenio Finardi e l'Italia che non scappa dalla realtà

 Intervista esclusiva al grande rocker. Il nuovo album, i grandi rivoluzionari, la dittatura delle multinazionali, gli esempi di oggi, il piacere di cantare canzoni altrui, il ritorno alle utopie.

Gigi Ponti «L'Expo e la cultura per rilanciare la Brianza»

Persone ~ Pino Timpani

Gigi Ponti «L'Expo e la cultura per rilanciare la Brianza»

Il nuovo Presidente dell'area vasta di Monza e Brianza ci parla dei progetti di rilancio per la Brianza, delle criticità da affrontare e dei problemi legati al riassetto amministrativo

La verità sull'Articolo 18

Lavori ~ Ivan Commisso

La verità sull'Articolo 18

Tutti presi dalla discussione sulla riforma dell’articolo 18... senza sapere di cosa si parla  

Renzi e la solita idea di sviluppo: cemento, asfalto e trivelle

Ambiente ~ Vorrei

Renzi e la solita idea di sviluppo: cemento, asfalto e trivelle

L'intervento di Carlo Petrini in “Rottama Italia” , l'ebook di Altreconomia. «Oggi persino il Governo Monti, grazie all’iniziativa dell’allora ministro dell’Agricoltura Mario Catania, può apparire più progressista e innovatore dell’esecutivo guidato da Matteo Renzi. Anziché fermare la colata di cemento, lo Sblocca-Italia la rilancia, la promuove, la incentiva. E lo stesso fa con le trivellazioni offshore in Adriatico o con...

Nostrano festival. Il menu del cambiamento

Persone ~ Vorrei

Nostrano festival. Il menu del cambiamento

Meladailabrianza al Bloom di Mezzago il 25 e 26 ottobre: «La manifestazione a tema lgbtq vuole essere un punto di inizio per un cambiamento vero e concreto: si incontreranno associazioni, collettivi e movimenti di tutta Italia»

Noi stiamo con la sposa

Culture ~ Silvia Giacon

Noi stiamo con la sposa

Il lungo cammino del film “Io sto con la sposa”, con le interviste a Gabriele del Grande, Khaled Soliman Al Nassiry e Antonio Augugliaro

AAA Affittasi Patrimonio artistico

Culture ~ Paolo Cassina

AAA Affittasi Patrimonio artistico

Allarme svilimento per il patrimonio culturale italiano: dagli Uffizi fino alla Cappella Sistina tutto può essere affittato dai privati, per cene aziendali o per carità. E la Villa Reale di Monza ospita una fiera per matrimoni. Ecco come ne hanno parlato i TG nazionali

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La donna è una birra o un sofà?

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Molto scalpore ha fatto un recente manifesto offensivo per la donna: l’ennesimo.
Un commento di Pasquale Barbella


Molto scalpore ha fatto un recente manifesto offensivo per la donna: l’ennesimo. Colgo tardivamente occasione da questo spunto – abbondantemente discusso in blog come KTTB, ADVExpress, Bad Avenue, Scrittore Freelance, Ted Disbanded, Vita da Streghe, La Città reale, EffeGi, Bocciofila Brancaleone, Nuovo e utile – per ritornare su un mio commento del remoto 1977, tratto dal libro La donna-oggetto in pubblicità di Elena Pellegrini (con dieci interventi del sottoscritto), ed. Blow-up, Venezia.

So che non è chic autocitarsi, ma la ragione di questo salto all’indietro non sta nel mero narcisismo: mi piacerebbe capire se negli ultimi trentaquattro anni è cambiato qualcosa nella pubblicità e nel pensiero di chi se ne occupa. Personalmente credo che qualcosa sia cambiato, ma non troppo. La pubblicità è un oceano troppo grande perché l’onda possa essere uguale sempre e dappertutto. E a far l’onda non è solo “il bravo pubblicitario” o l’esperto di marketing illuminato. Nel mare dei mass media ci sguazzano tutti: basta pagare lo spazio. Così, come nella nostra società, a solcare le acque ci sono lucidi idrovolanti e vecchi rimorchiatori arrugginiti, marinai del presente e corsari della filibusta. Ci sono onesti pescatori e spudorati bracconieri. Nell’animo di miliardi di esemplari della nostra specie permangono residui di primitivismo e cavernismo ad onta di qualsiasi progresso e di qualsiasi emancipazione (Berlusconi docet, Bossi docet). Non vorrei esagerare col pessimismo, ma temo che tra altri trentaquattro anni l’homo bungabunga e l’homo bungaminga si ritroveranno ancora sulle opposte sponde dell’eterno canale: i primi a berlusconeggiare nella vita e nella comunicazione, i secondi a dolersene e a protestare (peccato che io non ci sarò).

20110302-donna-oggettoDal capitolo Solitudine dell’uomo tra gli oggetti:

«Esiste una marcata tendenza a identificare prodotti di varia natura con il corpo femminile. Il sillogismo che sta alla base di simili scelte non fa una piega: “Tutti guardano una bella donna. Il mio prodotto è come una bella donna. Così tutti guarderanno il mio prodotto.”

Questo trucco arcaico e rudimentale, rifiutato dai pubblicitari più sofisticati, nasconde di solito un assoluto vuoto di idee. È la negazione della pubblicità come informazione, il trionfo del déjà-vu e l’apoteosi della battuta da avanspettacolo (esemplare, in proposito, il titolo di un annuncio per cucine: “Sapevo che era focosa, ma non avrei mai pensato di poterla accendere con un dito”).

Le variazioni sul tema non sono infinite. Sono riconducibili a tre schemi principali:

  1. la donna presenta il prodotto;

  2. la donna è il prodotto;

  3. la donna si compra col prodotto.

Ciascuno dei tre schemi può vivere di vita autonoma, o coesistere con gli altri.

Il metodo “a” (la donna presenta il prodotto) è forse il più comune. Naturalmente non rientra in questa categoria la donna che si limita a spiegare, con cognizione di causa, le caratteristiche dell’oggetto in vendita: in tal caso l’operazione sarebbe del tutto legittima, e del resto ci sono un sacco di uomini, nelle inserzioni e negli spot, che presentano prodotti.

No: qui stiamo parlando esclusivamente della donna pin-up, che senza una ragione apparente fa la civetta sul comò, sulla poltrona, oppure (travestita da babbo natale) tra le cassette natalizie della Stock. È messa lì, la svanita, per pura simpatia: per guadagnarsi uno sguardo di benevolenza, per far convergere sul prodotto i favori maschili, per fare una raccomandazione.

Il passo successivo, “b”, è più allarmante: la donna diventa il prodotto. “Chiamami Peroni e sarò la tua birra” è un esempio esplicito di questa sovrapposizione. Il caso è interessante per la polivalenza delle intenzioni in gioco. In “Chiamami Peroni” c’è un magma di equivoci, voluti e non voluti, che attinge ampiamente alla scuola di Ernest Dichter (fondatore, nel 1946, dell’Institute for Motivational Research e autore di The Strategy of Desire: il libro più letto dai pubblicitari) e ai simbolismi motivazionali. C’è innanzitutto l’ambiguità ermafrodita del prodotto che, pur identificandosi nella donna, è simbolo fallico. L’identificazione della birra con la ragazza parte dal colore: sono bionde tutte e due (con un meccanismo simile, la grappa Fior di Vite viene reclamizzata come “La bionda nel sacco”). L’identificazione col fallo parte invece dalla forma della bottiglia e scivola in un’associazione d’idee tra la spumosità lasciva della birra (immaginatevela quando viene versata nel bicchiere da una mano incauta, e trasborda impetuosa oltre l’orlo) e l’eiaculazione. Dulcis in fundo, detto da quella bocca, “Chiamami” diventa la buccia di banana per un irrefrenabile lapsus linguae: vi lascio immaginare quale.

Queste tecniche di comunicazione sono una trascrizione letterale, e spesso arbitraria, di una serie di indagini di tipo freudiano sui significati occulti dei prodotti e della loro forma: l’automobile come estensione della virilità, specialmente quando ha il muso allungato (fallo! fallo!) ed è iperpotente; la saponetta come strumento di autoerotismo; lo stappamento di una bottiglia di spumante come simbolo di orgasmo, e così via. Padre spirituale di questi studi e della loro applicazione fu il già citato professor Dichter, di cui tutti i pubblicitari italiani ricordano una splendida gaffe. Invitato in Italia dalla Democrazia Cristiana per studiare un manifesto che svecchiasse l’immagine del partito e ne celebrasse il ventennale, identificò la DC con una fanciulla in fiore, dolce e primaverile, vagamente botticelliana; e lanciò questa immagine con lo slogan “La Democrazia Cristiana ha vent’anni.” Era un piacevole cocktail di ingredienti “emozionali”: donna, fiori, gioventù. Su questi manifesti si levò la mano sarcastica e beffarda dei soliti ignoti, i quali completarono il messaggio con la frase: “È ora di farle la festa.”

Come si vede, l’anima popolare sa reagire con spontanea efficacia alle piccole manipolazioni dei pubblicitari: grazie al cielo. Vance Packard, nel famoso saggio sui Persuasori occulti, aveva preso smisuratamente sul serio il pericolo dei condizionamenti imposti dalla réclame. In realtà, i singoli episodi pubblicitari non hanno la forza di penetrare in profondità; tutt’al più ricordano una marca invece di un’altra, creano flussi di fiducia o di rifiuto nei confronti di questo o quel prodotto, ma non incidono granché in un sistema ideologico determinato da fenomeni più generali e complessi. La pubblicità si adatta docilmente a modelli di riferimento preesistenti, segue a ruota i movimenti di opinione e le mode, è il capitolo meno attuale nel caotico e immenso viavai di informazioni messo in moto dai mass media.

Ma torniamo, dopo questa digressione, al nostro argomento. Siamo arrivati allo schema “c”: la donna che si compra col prodotto, come un’appendice, come un’offerta speciale. Siamo al massimo dell’overclaim e dell’ingiustizia. Un fabbricante di arredi da salotto mostra, in un annuncio, una malinconica vamp sdraiata in poltrona. La ragazza ricorda un po’ la donna del bandito dei thriller hollywoodiani: e il testo dice: “Bambole che passano su bambole che restano.” Le bambole che passano, se ho capito bene, sarebbero le donne che, una dopo l’altra, se la fanno col boss proprietario della poltrona; e la bambola che resta è, appunto, la poltrona. Senza poltrona, il governo non passa bambole: o poltrona o niente. Il mobile galeotto diventa uno strumento diabolico a disposizione di scapoli impenitenti e intraprendenti; le donne, giocattoli: oggetti, tra i quali il maschio si muove solitario, per comunicare solo con altri maschi e inseguire, all’infinito, i sogni erotici dell’adolescenza.»

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Annunci degli anni settanta tratti dal libro “La donna oggetto in pubblicità”. (Clicca per ingrandire)

Gli autori di Vorrei
Author: Pasquale Barbella

Nato a Ruvo di Puglia nel 1941, Pasquale Barbella inizia la carriera pubblicitaria a Milano nel 1967, dopo esperienze in altri settori (tra cui quattro anni di mail writing presso la Mondadori). Alla professione dedica 36 anni di attività come copywriter, direttore creativo e coordinatore creativo di network internazionali. Nel 1990 è tra i fondatori della BGS (Barbella Gagliardi Saffirio); dal 2000 al 2003 è membro del Worldwide Board of Directors del gruppo internazionale D’Arcy, per il quale è anche responsabile dei servizi creativi per l’Europa e il Nordamerica. Con i suoi team ha creato case histories di successo per Swatch, Lacoste, Champion, Infostrada e numerose altre marche. I suoi lavori sono stati spesso premiati in festival italiani e internazionali. È stato per due volte presidente dell’Art Directors Club Italiano, che lo ha eletto nella sua Hall of Fame.

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Spiritualità vo cercando

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Vecchie povertà, nuovi mestieri

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Braccia ridate all'agricoltura

Aprile 2013

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La verità, vi prego, sulla politica

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Spazi comuni, luoghi di socializzazione.

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L'amore (di questi tempi)

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Ecomostri.

Inverno 2010

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Ottobre 2010

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Marzo 2010

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Elezioni regionali Lombardia 2010

Febbraio 2010

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Lavoro cercasi.

Dicembre 2009

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Casa, amara casa.

Novembre 2009

Novembre 2009

Mobilità.

Ottobre 2009

Ottobre 2009

Brianza, terra di cultura?

Luglio Agosto 2009

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Anime migranti

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La Brianza al voto  

Maggio 2009

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Donne di Brianza

Aprile 2009

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Marzo 2009

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Allarmanti allarmi

Febbraio 2009

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Uomini sull'orlo di una crisi economica

Gennaio 2009

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  È la stampa bellezza.

Dicembre 2008

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  Vent'anni. Senza condizionale.  

Novembre 2008

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Settembre ottobre 2008

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Luglio agosto 2008

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Giugno 2008

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  La Lega.

Maggio 2008

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  Monza e la Brianza, futuro prossimo.