1928: Elisa Bucchi, the Venetian girl
Bold female figures dominated Assicurazioni Generali’s first colour posters after the Great War, at a time when advertising was more and more affirming itself as a new form of art. The model for those women was Elisa Bucchi, journalist, fashion expert, and wife of the Triestine master Generali turned to for its billboards – Marcello Dudovich.
“Especially at the beginning, in his drawings of women Marcello always portrayed me, or so he said: my elegant figure, my slightly aquiline nose, the proud bearing of my head.”
In Venice and in the headquarters of Generali in Trieste, in Palazzo Geiringer, many masters of advertising graphics were to parade in the wake of Dudovich: Achille Beltrame, Gino Boccasile, Gian Luciano Sormani and the Triestine Pollione Sigon, continuing the long tradition of the Group’s art and cultural promotion.
‘Generali 190 - People and Stories’: twenty original videos, one for each decade from 1831 to 2021, that accompany us on a journey of discovery about the people, events and transformations that see Generali's story intertwined with history. Discover more: https://www.generali.com/who-we-are/h...
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