Whatever became of the myth of Switzerland? Is Switzerland really a beatific island, or does this “paradise on Earth” betray fault lines? What is connoted by the name “Switzerland”? As displayed in tourism posters, chocolate wrappers, milk cartons, wristwatches, and banknotes, the Swiss image-world reflects the Zeitgeist, disclosing projections and yearnings found throughout society.
This publication brings together exemplary advertisements dating from 1900 to the present to form a stimulating visual dialogue. Explored first are the ways in which -Switzerland has appeared in advertising, and secondly, how this land 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. Readers will encounter the multifaceted spectrum of “Swissness” through approximately 90 posters by important designers and ad agencies including Aebi und Partner, Otto Baumberger, Emil Cardiaux, Hans Falk, Walter Herdeg, Herbert Leupin, Burkhard Mangold, Herbert Matter, Martin Peikert, Emil Schulthess, Stalder und Suter, Niklaus Stoecklin, Ruf Lanz, Carlo Vivarelli, Weber, Hodel, Schmid, and others.

一体何がスイスの神話となったのか？スイスは本当に至福を与えるような土地なのか？“スイス”という名前から何を連想するか？観光ポスター、チョコレートの包装紙、牛乳パック、腕時計、紙幣などにあるように、スイスの商業ヴィジュアルを通して“Zeitgeist（時代精神）”や社会においての突出したもの、憧れを見る事が出来る。
本書は1900年から現在までのスイスにおける代表的広告を収録。スイスがどのように広告業界へ登場したか、そしてその結果この国がどのような印象を帯びる様になったかを探る。Aebi und Partner, Otto Baumberger, Emil Cardiaux, Hans Falk, Walter Herdeg, Herbert Leupin, Burkhard Mangold, Herbert Matterなど主要なデザイナーや広告代理店の手がけた約90枚のポスターを通して、多様な側面を持つ「スイスらしさ」を露呈する。
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