The following paper focuses on Italy's present relationship between food consumption patterns - and possible future developments - and shapes and objects used for laying the table. The paper is based on reflections resulting from several researches carried out by Delfo in the area of food evolutions and dynamics that are currently emerging, as well as in the area of changes that are underway and their possible effects on the overall lifestyle and on situations part of everyday life, such as laying the table. One of the initial reflections who gave us the idea of taking part to this meeting is that in today's Italy you can find different food styles - "domestic"/traditional, side by side with those derived from different cultures - reference patterns are evolving and become increasingly flexible, according to new lifestyles and values. This fact is not evidently proven by the way the table is laid, in the objects and shapes that appear on it, which rather are tied to styles and cliches that time did not change. We intended to know whether if it was possible to translate these new patterns into easy, "elastic" shapes that would change according to new food requirements, thereby shifting the change from food to table objects. The paper is divided in two parts: the first part studies the present Italian situation with regards to offer and demand in the area of table objects. The second part highlights evolutions processes currently emerging from food habits and attitudes and how these can be translated into table objects. The conclusions show that it is possible to change shapes/objects modifying "scripts" that haven't changed, by means of reestablishing a connection with a deep- rooted food culture and its primary structure: a new reading of symbolic meanings on the base of new values, still considering increasing pushes toward what is new and beyond local boundaries, preserves its basic philosophy and asserts new individualistic trends that depart from the collective structure and reaffirm the role of food as a familiar and cultural aggregation point
The goal of this paper Is to investigate social advertising in Italy as a concept (what It is, what it means, how people see it) and as communication through some examples of current advertising. It considers a qualitative research concerning the concept of social advertising as well as the language and style used. The research was carried out by Delfo In 1989 on behalf of Pubblicita Progresso, an Institute which promotes socially useful advertising on a strictly voluntary basis. It was one of the first attempts made to study and analyse social language. As a matter of fact, social advertising in Italy Is still something new and consequently research, especially qualitative, concerning them is quite recent. In this paper we will explain the structure of the research project, with particular attention to the methodology and techniques used as well as the sample considered. Descriptions will be provided concerning the different implications that social advertising has for both the individual and the family. The techniques used (creative and analytical/ psychodrama) enabled Delfo to thoroughly investigate expectations and resistance towards this issue. One of the main facts which emerged from this research was the necessity of finding the proper language, the right treatment as well as the most suitable communications tools for social issues. We include descriptions of some examples of social, advertising, in order to clearly stress which aspects must be taken into consideration and which elements could he seen as distracting. The conclusions resulting from the research underline that social advertising must obey advertising rules (In terms of expression, treatment, message). At the same time, since It Is "social advertising" it must also necessarily take Into account people current awareness of social phenomena and society in Italy. After the necessary adjustments, this conclusion can be TRUE also for other countries.