Two ads for Cinzano

Embedded in these ads are photographs of Mussolini's army, enmeshing the commercial enterprise of Cinzano in Italian Fascist politics. It is as though these advertisements are loyalty oaths to Mussolini and his program of modernization.   The top spread speaks to the introduction of technology into the agricultural  practices of making the apertif.  Note the aspirational ladder on the left.  The bottom spread projects the urbanity and sophistication sought by the brand in its use of a congested city-scape, most likely Milan but redolent with associations with Times Square.  Both of these were found in Giorgio Grillo's Il Libro Fotografico Italiano, 1931-1941, published by Danilo Montanari Editore, 2020.