This publication presents posters featuring motifs such as the Swiss Alps, the cow, the Swiss cross, typical national products, and protagonists such as Heidi and William Tell. Classics from the history of the Swiss poster stand alongside contemporary designs. Depending upon the poster genre involved, we experience either the continued inviolability of these images in the public consciousness, or else the ways in which they may be deliberately invested with new meanings. In some cases, it is only the receiver's gaze that makes possible the reinterpretation, the fresh reading of these stereotypical images from a contemporary point of view. The special interest of the present selection lies in this multilayered, continually astonishing approach to viewing and interpretation.
With a foreword by Bettina Richter and texts by Cynthia Gavranic and David Signer.