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What has become of the myth of Switzerland? Is Switzerland an island of the blissful or a paradise with cracks? How is the term "Switzerland" connoted? Swiss imagery in posters for tourism, chocolate, dairy products, watches or banking reflect the zeitgeist and refer to social projections and longings.
This volume brings together exemplary advertisements dating from 1900 to the present to form a stimulating visual dialogue. Explored are the ways in which Switzerland has appeared in advertising and how the country has been transformed into a cohesive image. Illuminated in the context of image strategies and advertising texts are a range of iconographic types. Coming to light are clichés, images of native life and of foreignness, as well as contradictions and fractures.
Edited by Cynthia Gavranic with an essay by David Signer. Published by Museum für Gestaltung Zürich with Lars Müller in 2010. Paperback, measures 9.5 x 6.5 inches, 96 pages. ISBN 9783037782057
