Advertising: The Vespa Timeline

24/10/2013 § 1 Comment

A compilation of images taken from The Cult of Vespa

A compilation of images taken from The Cult of Vespa book (Piaggio)

I created this timeline for Vespa Advertisements from the 1950s through to the 1980s. I acquired all my images from The Cult of Vespa written by the Piaggio team. I believe that this timeline not only works as visual information but also as a great guide and insight into the world of advertising throughout the years and how it’s changed.

I noticed that during the 50s, it was primarily women that featured in adverts alongside the classic scooter. This is because when it was released to buy it was accessible to women as well as men, which opened up a lot of doors for them as they weren’t allowed to ride motorcycles for cultural reasons.

I found the 1960 advert interesting as it features the famous Santa Clause. They managed to feature him alongside a fabulous woman and this not only made Santa look ‘cool‘ but also made their products look fun and more appealing to a younger audience.

The 1970s adverts were very bright and bold in imagery and design. This definitely reflects the era they were in: hippies, flares and Saturday Night Fever spring to mind! I particularly love this selection of adverts.

The 80s made way for more cool and simple advertising with their Vespa’s having a ‘pimped’ up vibe. The scooter in the 1981 advert features a rather wild leopard print seat! Groovy baby!


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