When it comes to advertising passenger shipping there are a number of clearly defined conventions – the bow first plunge through the ocean waves, dressing for dinner on-board, champagne and cocktails in the lounge, sun-bathing on the deck etc. The first example here conforms to none of these. A contre-jour child is guided toward the light by a uniformed medic or stewardess while the looming super-natural presence of the rock suggests an object of worship or a place of sacrifice. This illustration is the first of a three page ad from Fortune magazine – flip the page and a more familiar approach is revealed.
The Italian Line was a Genoa-based passenger shipping line that offered transatlantic travel to North and South America. As that market declined they shifted to operating cruises and finally mutated into a cargo shipper with a fleet of container vessels. All except the last of these ads are aimed at the American traveller. The Italian market is tempted with more sophisticated imagery and the bare minimum of text.