The author analyzes the state of the history of Italy’s advertising studying in Russia, justifies the controversial facts, and indicates the content of the first stage of birth and formation of advertising and its institutions from its origins to the end of 19th century. The author did suggest division into periods of the initial stage of advertising in Italy, did cite key events in each of the periods, and has given a comprehensive understanding of the means of advertising, the main characters and the first attempts at state regulation of advertising processes.
Keywords: advertising history in Italy; foreign advertising history; advertising origins.
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https://doi.org/10.24151/2409-1073-2017-3-39-44