From the 1930s until the 1950s, commercial artists in Switzerland such as Niklaus Stoecklin,
Peter Birkhäuser, Donald Brun, Otto Baumberger, and Herbert Leupin produced their own style
of objective advertising in which practically the sole concern was the interplay between the
product and the product name. While this kind of advertising might at times seem nostalgic or
naïve, it still exerts a strong fascination today, as a significant number of prominent companies
and cultural institutions succumb to its charms.
With an essay by Gerda Breuer.