Advertising as paradigm: paradigm of what? The value of the paradigm is evidently bound up with the broader field of â€śtotal business communicationâ€ť, in which advertising is clearly the most highly developed field of analysis, whether one is concerned with a historical inquiry, theoretical elaboration or ethical reflection. More precisely, with regard to the historical inquiry, in Italy alone advertising has been the object of systematic study by experts in the sector for almost thirty years. As for the theoretical analysis, this dates back to the 1950s. Finally, in the case of the ethical issues, advertising in Italy had the merit of being the first to introduce a code in 1966. The above considerations are the starting point for the three chapters of this work, which will stimulate the reader to further explore some of the fields of analysis it presents.
Edoardo Teodoro Brioschi has been Professor of Economics and Techniques of Business Communication in the Faculty of Economics of the UniversitĂ Cattolica del Sacro Cuore since 1996. In this Faculty he introduced the teaching of Economics and Technique of Advertising in 1972, continuing until 1996. In 1983 he set up the postgraduate course in Advertising Management: Planning and Control, which he has directed ever since. This course is promoted by the Faculty of Economics in cooperation with the International Advertising Association. In 1998 he promoted the institution of the Danilo Fossati Research Laboratory in Business Communication.