“Sediamoci ogni tanto”. Visual Evolution: how changes the way of sitting in Italian advertising

“Let’s sit down sometimes” or “Sediamoci ogni tanto” is the iconic motto of the advertising campaign conceived by Giancarlo Iliprandi in the Seventies and appeared on the pages of numerous trade magazines. It is a plural imperative verb that suggested to readers the possibility of sitting in multiple ways: the ads showed different seating models, one for each "guest" including a dancer, a basketball player, a traffic policeman, and a maid. Starting from the 1950s, with the economic boom in Italy, the need to communicate a new productive universe of industrial products, and specifically of seats such as chairs, armchairs, sofas, etc... created very creative communication campaigns to make them known and to promote. The contribution therefore aims to document a visual evolution between the Fifties and Seventies in Italy of advertising for seats and their respective brands through the history of graphics and visual communication; a story that has necessarily changed the way people sit, obviously also triggering a cultural and social transformation in the way of living objects and home.