‘The transformation of Etruria’ looks at the influence of Greek culture on the Etruscans and assesses its real extent. This influence can be seen in many aspects of Etruscan art and architecture, so it has been natural for scholars to assume that the Greek influence was inescapable in all areas. The importance of the Phoenicians must also be factored. The Phoenician–Greek interplay in the region manifests itself in the visibility of eastern imagery. By the late 8th century and early 7th century we see an upsurge in display, wealth, and elite behaviours. Under these influences, Etruria became a land of highly competitive and visible aristocrats.