CINQUANTA ANNI DI IMMAGINI DELLA PIU' IMPORTANTE INDUSTRIA ITALIANA - FIAT
Fiat. Cinquanta Anni di Immagini della più importante Industria Italiana, published in 1984, has 286 pages and a rich iconographic collection.
The choice of period (1919-1969) reflects the time span in which the motor car, and the industry associated with it, moved from its pioneering and almost experimental phase to that of maturity. Founded in 1899, Fiat was in its twentieth year in 1919; it reached, not only in terms of age, its maturity.
Examination of Fiat's advertising material over this period of time provides an extremely interesting and almost unique cognitive basis, even more significant because it is homogeneous, i.e. constantly linked to the image of a single company, of a single major industry, which extends, at the same time, to all the other fields connected with the automobile: the navy, aviation, railways, industrial vehicles, agricultural and armed forces vehicles, even domestic household appliances.
Index: 09. A Key to Appreciation 13. The Imagery and the Machine 21. Fifty Years of Images on the Most Important Italian Firm 22. The years after the first World War 36.The last Grand Prix and the Five-0-Nine 56. The Twenties 62. The Lingotto Factory 74. The 1929 Crash 86. Ardita, comes out and wins 102. Marine Engines 106. Fiat Aviation 110. Medium-size Lorries 114. Farm Tractors 118. The Balilla 126. Lubricants and Spare Parts 132. The Topolino 138. The Car in advance of its time 152. Fiat Abroad 156. The Littorina 160. The 1100 and Heavy Trucks 168. The 2800 172. Fiat for the house-wife 176. Land, Sea and Sky 184. Autarchy 192. Railways 196. Work and Weapons 206. Wartime Aviation 212. On all War Fronts 220. Reconstruction 224. The Fiat 1100 S 228. The Topolino C 232. The Fifties 238. The last 1100 242. The Six Hundred, a Popular Vehicle 248. The New Five Hundred 252. Oil, and Service 256. The Six Cylinder models in the Sixties 264. Fiat 1300/1500s and Aeroplanes again 270. Medium Class Automobiles 278. The Luxury Automobiles 283. Biographical Notes on the principal creators of the Fiat image
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