Page from program, Columbus Day Celebration, October 12, 1938
Page from program, Columbus Day Celebration, October 12, 1938. The event was organized by The Societa Italiana Cristoforo Colombo Inc.
In addition to the four advertisements, the page presents a profile of Bruno Girardi, who is noted as the "Energetic Secretary". He is described as "one of the younger members of the Italian community in British Columbia that will bear watching". Girardi was arrested and interned as a threat to the Canadian state on June 10, 1940.
The Societa Italiana Cristoforo Colombo Inc was founded in 1913. The organization was named for Christopher Columbus, the Genoese sailor and explorer. He became an important figure to Italian immigrant communities -- celebrated as the "Discover of the Americas". His explorations were used to validate and legitimize the Italian immigrant experience in the United States and Canada, serving as a source of pride. However, during the later 20th century, Columbus has also served as a figure of exploitation (given the impact on the Native American communities of the resulting Spanish expropriation and rule) and Columbus Day Celebrations have become controversial.
In Canada, John Cabot (or Giovanni Caboto) more often serves the same function -- with local Italian Canadian communities celebrating Giovanni Caboto Day in June.