CASE STUDY CAROSELLO, A MILESTONE IN THE HISTORY OF COMMUNICATION , broadcast from 1957 to 1977, was a regular evening event for Italian families and it is still a strong reference in popular imagination today, a successful example of television programme that was able to associate advertising intent with real forms of theater and cinema. Carosello Carosello means , parade of , or spectacular , but the origin of the programme’s name derives from the 1954 film , the first “film-magazine” focused on the activity of storytelling: as in the film, the idea was to tell, sing and entertain in a very short time. tournament knights clash Carosello Napoletano The debut of , for January 1st, 1957, took place on February 3rd the same year. The opening theme showed a series of that opened in sequence and the was a tarantella from the Neapolitan repertoire of the nineteenth century. Carosello scheduled curtains soundtrack GLOSSARY to air: mandare in onda clash: scontro curtains: sipario knight: cavaliere to schedule: programmare soundtrack: colonna sonora tournament: torneo 20 years of Carosello The broadcasting of Carosello greatly changed the habits of the Italians. In 20 years of life, many characters created for it have remained in the history of Italian television, as well as popular sayings that have become part of everyday language. The winning idea was to run advertising as entertainment, using in particular the genres in which Italy was at the forefront: Italian comedy and the popular show. 30,000 sketches were aired, involving actors and actresses from national and international cinema and theatre, but many characters were created, too. 1 DO Search the web for at least 5 characters who were created and became famous in . 1 Carosello Rules and format Sicis, the body that controlled advertising at the time, through the “Self-regulation rules for television broadcasting” and the “Advertising self-discipline code”, detailed a series of rules that had to be respected: all improper situations, mainly related to sexual morality, had to be avoided; each commercial had to last 2 minutes and 15 seconds, divided into 1 minute and 45 seconds of show, and 30 seconds of advertising on the product, the so-called ; pigtail the sponsor could be named or written during the video up to 6 times; the same episode was not allowed to be shown again, in order to stimulate and increase creativity. ► Carosello Montana 2 resistenteagliurti 8 Watch the video of this well-known spot scheduled on Carosello and answer the questions. posted by What is the name of the product advertised? Where is the commercial set? What are the names of the two protagonists? What kind of music has been used and why? What technique does the commercial use? What is the recurrent repetition in the first part of the commercial? What makes the commercial humorous? How many parts can you divide the commercial into? What is their aim? What is the plot of the commercial? What is the call to action in the commercial?