Mister Ignis

Mister Ignis

Italian Women's Experiences with American Consumer Culture, 1945–1975

This book analyzes the spread of American female consumer culture to Italy and its influence on Italian women in the postwar and Cold War periods, eras marked by the political, economic, social, and cultural battle between the United States and Soviet Union. Focusing on various aspects of this culture—beauty and hygiene products, refrigerators, and department stores, as well as shopping and magazine models—the book examines the reasons for and the methods of American female consumer culture’s arrival in Italy, the democratic, consumer capitalist messages its products sought to “sell” to Italian women, and how Italian women themselves reacted to this new cultural presence in their everyday lives. Did Italian women become the American Mrs. Consumer? As such, the book illustrates how the modern, consuming American woman became a significant figure not only in Italy’s postwar recovery and transformation, but also in the international and domestic cultural and social contests for the hearts and minds of Italian women.

The Archipelago

'An enjoyable, highly readable history that manages to bring murky, often fiendishly complex events into the light' Sunday Times Italy emerged from the Second World War in ruins. Divided, invaded and economically broken, it was a nation that some people claimed had ceased to exist. And yet, as rural society disappeared almost overnight, by the 1960s, it could boast the fastest-growing economy in the world. In The Archipelago, historian John Foot chronicles Italy's tumultuous history from the post-war period to the present day. From the silent assimilation of fascists into society after 1945 to the artistic peak of neorealist cinema, he examines both the corrupt and celebrated sides of the country. While often portrayed as a failed state on the margins of Europe, Italy has instead been at the centre of innovation and change – a political laboratory. This new history tells the fascinating story of a country always marked by scandal but with the constant ability to re-invent itself. Comprising original research and lively insights, The Archipelago chronicles the crises and modernisations of more than seventy years of post-war Italy, from its fields, factories, squares and housing estates to Rome's political intrigue.