Record of the day: Various performers, “The advert is the soul…”

Various interpreters
“Advertising is the soul of commerce” (Cd Warner/Fonit CDFO3654)

One of the most interesting record collections you can come across is that of the “Fonografo Italiano”, a true St. Patrick’s Well of local song lovingly collected and presented by Paquito Del Bosco and published in 50 volumes by Fonit Cetra.
Through songs from the beginning of the century up to 1940, one can check the pulse of History, going from the licentious caricatures of Nicola Maldacea to the brainwashing perpetrated in the fascist era.

This hilarious volume of the series features songs that advertised products in an era that did not know television (and when radio was not very widespread), hiding the advertising message behind the screen of cheerful songs and trendy rhythms. Here on the catwalk is “Bocca Fatata”, an incredible song by the then famous toothpaste Odontalbos Lancerotto, with the unforgettable lines «Dai tuoi denti par che cada/una gocce di rugiada», and the patriotic hymn “L’Ora del Campari” that winks sinisterly at the melody of “Giovinezza”.
Fiat even recruited a famous opera composer like Riccardo Zandonai to write the (horrifying) theme of a song advertising the 509 car, while today the song “Nina, già t’attesa la Balilla” appears unmistakably reminiscent of the Ventennio.

The singing gentleman who went to Upim at that time could find «with great satisfaction/from the pin to the cannon» (!!), while a famous optician still in business preferred to hit the pathetic key with the chilling melody of “Luce degli occhi”, where a desperate little girl implored: «Mom why do you want to make your beautiful blue eyes suffer/you have to go to the optician/only he can save you/the sight that gives light to the heart»; noteworthy is the “Disco pubblicitario invendibile”, where a speaker with a Mussolinian cadence presents his catalogue of «phonogenic artists», including the Quartetto Del Pelo assisted by the «famous tenor Enrico Salomone». Also irresistible were the songs that promoted national tourism, such as the clumsy “Riccione Perla dell’Adriatico” and “Carnevale di Baci” (intended for the Viareggio area).

Faced with the clumsiness of the text and music, one laughs until one weeps, but thinking about the brutal advertising bombardment present today, these little pages often appear to us as oases of naivety and respect for the public.

Carlo Boccadoro, composer and conductor, was born in Macerata in 1963. He lives and works in Milan. He collaborates with soloists and orchestras in different parts of the world. He is the author of numerous books on musical subjects.

This text is taken from “Lunario della musica: Un disco per ogni giorno dell’anno” published by Einaudi, courtesy of the author and the publisher.