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Texts drawn from : Grazia Gobbi Sica, Il ventaglio pubblicitario 1890 - 1940, Cantini & C., Firenze 1991
This volume in Italian it’s the most complete I know, this is why I invite you in consulting it; I will report just some sentences of general organization.
…the new role of the fan as loudhailer of the advertisement language, constitutes a real sign inversion in front of the traditional meaning of the object:… at first protagonist of the charmantes causeries ( intimal conversations between 2 talkers) ,… then object of the new product universe, messenger of invitations destined to be kept from the largest number of users. The fan page assumes the role of a real tiny advertisement panel. From rich object to public consumption object …… created in a very large number of models. The new role given to the fan from the advertisement opens a new chapter of its fortune: if the role of the fan as accessory of the female toilette ends with the revolution made by Coco Chanel, the fan as advertisement instrument lasts until today…