Communication’s Strategies and Images. The Case of Federico Seneca in Perugina

The images have always been an evocative, effective and incisive expressive method, representing the main tool for the transmission of contents, values and meanings in the most varied fields, proving to be an indispensable communication resource. In turn, propaganda is a form of communication that aims to influence the collective psychology and behavior of a community. Both have an ancient common matrix: persuasive communication based on techniques of conviction that refer to rhetoric. The artistic director, today visual designer, is a key figure that can determine the success of products or ideas with his creativity, mastery of the graphic’s language and visual communication, knowledge of communication and marketing strategies, possession of visual and expressive linguistic tools and the needful technologies to make them. The aim of this paper is to describe the communicative power of images and the role of propaganda through the work of Federico Seneca as artistic director of Perugina in the 20s and 30s.