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In 1929 the company was restructured taking a strategy of trade diversification; on that occasion were created two new sub-brands: the ''[[Olo]]'', which later become an official sub-brand, which was focused on the production of economic pens, cheaper than the [[Aurora]] branded, sold outside the stationeries, and the ''[[ASCO]]'', dedicated to the production of very economic pens for the lower end of the marked, initially aimed to produce advertising or promotion fountain pens, for the gift items market, but then expanded in the mail orders market.
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In the mid '20s also [[Aurora]] started production of [[celluloid]] pens, and in 1927 introduced the [[Aurora Duplex|Duplex]] series,<ref>there are some wrong references to this series as the [[Internazionale]], for example in the Enrico Castruccio book ''La Penna''.</ref> which name was chosen in the results of a competition. The pen was a [[lever filler]], proposed in four measures. I was a clear imitation of the [[Duofold]] with the cap head in black ebonite and a ball [[washer clip]]. But unlike the [[Duofold]] the top models of [[Aurora Duplex|Duplex]] have a metal clip with enchased with a fine filigree decoration, which makes the [[Aurora Duplex|Duplex]] a real jewel of the Italian style.

Versione delle 23:10, 15 feb 2012

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Definizione del messaggio (Aurora)
Alla metà degli anni '20 anche l'[[Aurora]] passò alla produzione di penne in [[celluloide]], e nel [[1927]], venne alla luce la serie [[Aurora Duplex|Duplex]],<ref>si trovano riferimenti sbagliati, ad esempio nel libro "La Penna" di Enrico Castruccio, a questa serie come la [[Internazionale]].</ref> per il nome della quale venne indetto un concorso, il cui esito però non fu poi utilizzato.<ref>contrariamente a quanto sostenuto da Luca De Ponti nel suo libro, il nome scelto da concorso non era [[Duplex]], ma ''"Alata"'', come testimoniato da [[:File:1927-07-Aurora-RisultatoConcorso.jpg|questo annuncio]].</ref> La penna era con caricamento a levetta, proposta in quattro misure, chiara imitazione della [[Duofold]] con la testa del cappuccio in ebanite nera ed una clip a pallina. A differenza della [[Duofold]] però la clip venne realizzata, nei modelli di punta, in metallo lavorato con una raffinata incisione a sbalzo, cosa che ancor oggi rende la [[Aurora Duplex|Duplex]] un vero gioiello dello stile italiano.
TraduzioneIn the mid '20s also [[Aurora]] started production of [[celluloid]] pens, and in 1927 introduced the [[Aurora Duplex|Duplex]] series,<ref>there are some wrong references to this series as the [[Internazionale]], for example in the Enrico Castruccio book ''La Penna''.</ref> which name was chosen in the results of a competition. The pen was a [[lever filler]], proposed in four measures. I was a clear imitation of the [[Duofold]] with the cap head in black ebonite and a ball [[washer clip]]. But unlike the [[Duofold]] the top models of [[Aurora Duplex|Duplex]] have a metal clip with enchased with a fine filigree decoration, which makes the [[Aurora Duplex|Duplex]] a real jewel of the Italian style.

In the mid '20s also Aurora started production of celluloid pens, and in 1927 introduced the Duplex series,[1] which name was chosen in the results of a competition. The pen was a lever filler, proposed in four measures. I was a clear imitation of the Duofold with the cap head in black ebonite and a ball washer clip. But unlike the Duofold the top models of Duplex have a metal clip with enchased with a fine filigree decoration, which makes the Duplex a real jewel of the Italian style.

  1. ↑ there are some wrong references to this series as the Internazionale, for example in the Enrico Castruccio book La Penna.
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