Taking a bite out of a mythical mountain. Heinz Jost, 1991.
Tractor racer: Michael Schumacher backs Swiss farmers. Burson-Marsteller, 2006
S. Mach, project, 1971
Got milk? Advico Young & Rubicam AG, 1996
A new exhibition looks at Swiss myths through the prism of advertising.
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Since the 18th century, images of Switzerland have depicted a mythical country of cows, crosses and mountains along with values such as closeness to nature, traditions and quality. An exhibition at Zurich’s museum of design, which ends on July 25, takes a look at how billboards portrayed these ideas over the years.
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You can find an overview of ongoing debates with our journalists here. Please join us!
If you want to start a conversation about a topic raised in this article or want to report factual errors, email us at english@swissinfo.ch.