Paradise Switzerland/Paradies Schweiz

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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. ...

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