Stratificazioni identitarie immateriali di sistemi di oggetti. Il valore documentale degli audiovisivi pubblicitari tra memoria e persuasione.

Mass media, film and audiovisual products, they are now part of historiography contemporary and are considered among the main sources regarding the modernity and the contemporary. These documents constitute a sort of cluster of eyewitness testimonies of the past, similarly to the heritage of images (paintings, photographs, engravings, inserts advertising) considered an important genre of historical evidence, essential in reconstructions of the evolution of the life of objects. The contribution analyses the audiovisual segment exhibited in the "Identitalia. The Iconic Italian Brands" exhibition, as a source of data and memories, fundamental both in more general historical reconstructions of events, rather than in scope educational. The analysis of a historical audiovisual, allows you to identify systems of artefacts, environments, fashion, the gestures and all those details which contribute to defining lifestyles adhering to certain social, economic and cultural contexts.