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Added by rickterenzi on 2 Apr 2013 03:52
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Late 1930s/ 1940s Miss Italia

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Winner of 5000 Lire Per Un Sorriso 1939.

In 1939, Italian advertiser and art critic Dino Villani and Italian screenplayer and journalist Cesare Zavattini conceived a national beauty contest called 5000 Lire Per Un Sorriso (5000 liras for a smile). The beauty contest was part of a promotional campaign for a toothpaste merchandised in those years. The competitors had to send a photograph; all the photographs would have been published in popular magazines. The winner had to be chosen by magazines' readers. The winner of the 1939 edition was Isabella Verney, who was only 14 at that time.

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Winner of 5000 Lire Per Un Sorriso 1940.

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Winner of 5000 Lire Per Un Sorriso 1941.

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La Bella Italiana - Miss Italia 1946.

In 1946, the national beauty contest La Bella Italiana (The beautiful Italian woman) was held in Stresa (Piedmont). Italian popular press referred to the beauty contest as Miss Italia. The experts' panel chose four competitors as joint winners: Silvana Pampanini (from Rome), Lilia Giovannotti Landi (from Rome), Rossana Martini (from Empoli) and Adriana Zanotelli (from Trento). Among them, Rossana Martini was proclaimed Miss Italia 1946. This decision provoked the riotous reaction of the audience, that preferred Silvana Pampanini.

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Average listal rating (16 ratings) 7.6 IMDB Rating 0
Miss Italia 1947



Gianna Maria Canale, Lucia Bosé, Gina Lollobrigida and Eleonora Rossi Drago.
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Miss Italia 1948


Fulvia Franco (new Miss Italia 1948) and Lucia Bosé (former Miss Italia 1947).
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Miss Italia 1949


Mariella Giampieri in the preliminary photoshooting for Miss Italia 1949.

In the centre of the picture: Mariella Giampieri (Miss Italia 1949, left) and Paola Sasso (Miss Sorriso 1949).
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List of Miss Italia beauty contests' winners from late 1930s and 1940s.


Magazine ad for the first edition of Italian national beauty contest 5000 Lire Per Un Sorriso (5000 liras for a smile) in 1939:
Contest organised by Gi.Vi.Emme, Giuseppe Visconti di Modrone & C. Ltd. and by
magazine "Grazia"
(a popular weekly women's magazine) for the 50th million tube of toothpaste Erba-Gi.Vi.Emme; authorized by the Ministry of Public Finance [...]. Milan - 31st October 1939.
The Roman numeral in the bottom line (on the right) must be read as 18th year of the Fascist Era. In those years, this chronology was compulsory.

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17 votes
Vintage Beauty Lists (12 lists)
list by shotswerefired
Published 3 years, 6 months ago
16 votes
Late 1930s/1940s/1950s Miss Italia (12 lists)
list by rickterenzi
Published 6 years, 4 months ago



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