From the street to the museum : advertising graphics in the raccolta bertarelli -- Advertising art : an international browse throught the works in the raccolta delle Stampe A. Bertarelli (1880-1919) -- Examples of advertising graphics from the 1920s to the 1930s in the Raccolta Bertarelli -- The origins of modern commercial communication in Italy through the specialist magazines of the 1920s -- Moins on montre, plus on dit first the idea then a language between 1930s and 1968 -- The phantasm of reality advertising in the art of the 1960s -- The artists and their posters experiences of applied graphics