Historical literature has examined in depth Italian propaganda during the First World War. However, the relations between political propaganda and advertising remain an under-researched field. The article explores these relations through the Italian admen’s professional rhetoric. By focusing on the journal «L’Impresa Moderna», this study looks into the expertise, techniques and theories on war propaganda at the beginnings of Italian advertising.
Keywords: Propaganda, Advertising, Admen, Mass communication, «L’Impresa Moderna», First World War, Italy