Click here to download

An advertising pioneer. Renato Zveteremich (1893 1951)
Journal Title: STORIA IN LOMBARDIA 
Author/s: Alessandro Colizzi, Renata Bazzani Zveteremich 
Year:  2014 Issue: Language: Italian 
Pages:  20 Pg. 121-140 FullText PDF:  177 KB
DOI:  10.3280/SIL2014-001004
(DOI is like a bar code for intellectual property: to have more infomation:  clicca qui   and here 


Renato Zveteremich was an Italian advertising director, mostly known for being the first art director of Olivetti’s Development and Advertising departments in the 1930s. An early proponent of modernism, Zveteremich adopted a “humanistic” approach to advertising, which would leave a long lasting imprint on the company's communication style. He joined Olivetti in 1931, at a key moment of the expansion plan launched by Adriano Olivetti, and was in charge of the in house advertising services until 1938. Under his leadership, characterized by a multidisciplinary approach, the offices on via Clerici gained a prestigious status in Milan at the time. Influenced by the rationalist movement in architecture, Zveteremich was among the first to recognize the value of young artists who looked at the European avant gardes: Munari, Ricas, Schawinsky, Carboni, Veronesi, Melotti, Pintori, Nivola, and architects Figini and Pollini. He eventually left Olivetti to work as a consultant for companies in advanced industry sectors, notably chemical and pharmaceutical. At the same time he undertook an important activity as a publicist; in his writings he expressed a vision of business communication which was largely ahead of its time, in which commercial promotion and social responsibilities were combined. In the post war "booming" years, this concept will be at the core of the communication strategies of leading Italian industry. Only his untimely death prevented his recognition as one of the most original intellectuals working within industry, alongside Leonardo Sinisgalli, Dino Villani, Ignazio Weiss, and Arrigo Castellani. .

Keywords: Renato Zveteremich, Adriano Olivetti, Milan, Thirties, Italian graphics, advertising, modernism.

  1. Alemani F. (2011), L’amore per la libertà e per l’unità nazionale nella storia di una famiglia lombarda, in «Storia in Martesana», 5, 2011, Anni creativi al “Milione” 1932-1939, (1980), Milano, Silvana Editoriale.
  2. Belli C. (1978), Lettera sulla nascita dell’astrattismo in Italia, Milano, All’insegna del pesce d’oro.
  3. Cimmino A. (1993), Giovanni Enriques, in Dizionario biografico degli italiani, vol. 42, Roma, Istituto dell’Enciclopedia Italiana, ad nomen
  4. Ciucci G. (2001), Le premesse del piano regolatore della Valle d’Aosta, in Olmo C., a cura di, Costruire la città dell’uomo, Milano, Edizioni di Comunità, pp. 55-82.
  5. Colizzi A. (2012), Renato Zveteremich sulla pubblicità, in «Domusweb», Id. (2013), Milan’s anarchic modernist, in «Eye», 85 (Winter), pp. 36-51.
  6. D’Amicis C., Fulvi M., a cura di (1991), Conversando con Gino Martinoli, Ivrea, Fondazione Adriano Olivetti.
  7. De Giorgi M., Morfeo E., a cura di (2009), Olivetti: una bella società, Torino, Umberto Allemandi.
  8. Eco U. (1964), Apocalittici e integrati, Milano, Bompiani.
  9. Fioravanti G., Passarelli L., Sfligiotti S. (1997), La grafica in Italia, Milano, Leonardo Arte.
  10. Fiorentino C. C. (2014), Millesimo di millimetro. I segni del codice visivo Olivetti 1908–1978, Bologna, il Mulino.
  11. Ginzburg N (1963), Lessico famigliare, Torino, Einaudi.
  12. Grasso A. (1988), Roberto Bazlen, in Dizionario biografico degli italiani, vol. 34, Roma, Istituto dell’Enciclopedia Italiana, ad nomen.
  13. Hahn P. (1986), Xanti Schawinsky Malerei Bühne Grafikdesign Fotografie, Berlin, Bauhaus-Archiv.
  14. Henrion F.H.K., Parkin A. (1967), Design coordination and corporate image, London, Studio Vista/New York, Reinhold Publishing Corporation.
  15. Labò M. (1955), L’aspetto estetico dell’opera sociale di Adriano Olivetti, Milano, la Rinascente.
  16. Lupo G. (1996), Sinisgalli e la cultura utopica degli anni Trenta, Milano, Vita e Pensiero.
  17. Mascherpa G. (1976), Arte moderna a Milano, Milano, Cariplo.
  18. Musatti R., Bigiaretti L., Soavi G., a cura di (1959), Olivetti 1908-1958, Ivrea, Olivetti.
  19. Ochetto V. (2013), Adriano Olivetti: la biografia, Roma-Ivrea, Edizioni di Comunità Pigozzi M. (1982), La grafica industriale nel sistema della comunicazione, in Annitrenta. Arte e cultura in Italia, Milano, Mazzotta, pp. 467-477.
  20. Ponti G. (1959), Introduction, in Carboni, E., Radio and television publicity, Greenwich, CT-New York, Graphic Society.
  21. Solmi F., a cura di (1975), Xanti Schawinsky, Bologna , Comune di Bologna/Galleria d’arte moderna.
  22. Valeri A. (1986), Pubblicità italiana, Milano, Edizioni del Sole 24 Ore.
  23. Vinti C. (2007), Gli anni dello stile industriale 1948-1965, Venezia, Marsilio/Università IUAV.
  24. Zveteremich P. A. (1988), Il grande Parvus, Milano, Garzanti.
  25. Zveteremich R., a cura di, (1943), Studi e proposte preliminari per il Piano Regolatore della Valle d’Aosta, Ivrea, Nuove Edizioni Ivrea.

Alessandro Colizzi, Renata Bazzani Zveteremich, An advertising pioneer. Renato Zveteremich (1893 1951) in "STORIA IN LOMBARDIA" 1/2014, pp. 121-140, DOI:10.3280/SIL2014-001004

   

FrancoAngeli is a member of Publishers International Linking Association a not for profit orgasnization wich runs the CrossRef service, enabing links to and from online scholarly content