Potpourri of beloved products
Advertising Images: In the Mirror of Swiss Advertising History, the shift in social values is, for once, shown in a charming light.
Advertising images In the mirror of Swiss advertising history, the change in social values is revealed for once
from its charming side.
In the past, when the world was still in order, a crooked Villiger made a man a man's man and the right preserve made a woman the perfect house mother. In the meantime, the world has become more complex, people have become more individual, demarcations more subtle and life concepts more diverse. And complicate the framework conditions for advertising. This presents us with "images of a better life". In addition to insights, this historiography of Swiss advertising also evokes emotions with its potpourri of once beloved, sometimes long-forgotten products and campaigns. It goes without saying that these are mostly nostalgic in nature, given the many brands and motifs that shaped our childhood and youth.
A conscious approach to visual environments that convey values is easier to generate through (advertising) images than through text, writes Christian Pfister, one of the three editors, in his foreword. The lavishly illustrated volume with the subtitle "How advertising makes history" aims to raise awareness and provide standards for orientation in the world of images in consumer society. It is true that - by definition - idealizing advertising images deliberately exclude disturbing aspects of everyday reality. However, this is precisely why they are probably the most reliable indicators of how the collective utopia of a "better life" changes over the years.
The choice of topics and the quality of the articles, some of which are based on licensed work, are convincing. However, the selection of advertisements and posters presented is not particularly original. Nevertheless, the 13 essays - from the advertising promise of Ovaltine and the mass motorization of Switzerland to the cigarette as an erotic accessory - provide a faithful and occasionally touching picture of the social and cultural changes that Switzerland underwent in the 20th century.
Flexible message of salvationDoes advertising merely pick up on a society's new values, or is it rather the case that the society can only be prompted to change through advertising? The Ovaltine example shows that advertisers are more willing to take up, visualize and thus reinforce those trends that suit their own world view. At the beginning of the last century, for example, the economic situation of large sections of the population provided a wonderful starting point for solution-oriented advertising messages. "What would happen if I collapsed?" was Wander's way of expressing the secret fear of many family fathers - and transformed Ovaltine, previously advertised as a simple breakfast drink, into a life-saving power drink overnight. As a result, the drink evolved from a touring snack and tonic to spiritual nourishment, and then simply to a guardian of health. The protein drink (or rather its marketer) demonstrates an impressive ability to adapt to the needs and desires of potential buyers - and thus a great power of survival. "Switzerland without Ovi? That's almost as unthinkable as a Switzerland without mountains and cows," summarizes the author of this chapter. Admittedly without realizing that this comparison would only be of historical interest soon after the editorial deadline.
"In addition to insights, this historiography of Swiss advertising also evokes emotions."
from its charming side.
In the past, when the world was still in order, a crooked Villiger made a man a man's man and the right preserve made a woman the perfect house mother. In the meantime, the world has become more complex, people have become more individual, demarcations more subtle and life concepts more diverse. And complicate the framework conditions for advertising. This presents us with "images of a better life". In addition to insights, this historiography of Swiss advertising also evokes emotions with its potpourri of once beloved, sometimes long-forgotten products and campaigns. It goes without saying that these are mostly nostalgic in nature, given the many brands and motifs that shaped our childhood and youth.
A conscious approach to visual environments that convey values is easier to generate through (advertising) images than through text, writes Christian Pfister, one of the three editors, in his foreword. The lavishly illustrated volume with the subtitle "How advertising makes history" aims to raise awareness and provide standards for orientation in the world of images in consumer society. It is true that - by definition - idealizing advertising images deliberately exclude disturbing aspects of everyday reality. However, this is precisely why they are probably the most reliable indicators of how the collective utopia of a "better life" changes over the years.
The choice of topics and the quality of the articles, some of which are based on licensed work, are convincing. However, the selection of advertisements and posters presented is not particularly original. Nevertheless, the 13 essays - from the advertising promise of Ovaltine and the mass motorization of Switzerland to the cigarette as an erotic accessory - provide a faithful and occasionally touching picture of the social and cultural changes that Switzerland underwent in the 20th century.
Flexible message of salvationDoes advertising merely pick up on a society's new values, or is it rather the case that the society can only be prompted to change through advertising? The Ovaltine example shows that advertisers are more willing to take up, visualize and thus reinforce those trends that suit their own world view. At the beginning of the last century, for example, the economic situation of large sections of the population provided a wonderful starting point for solution-oriented advertising messages. "What would happen if I collapsed?" was Wander's way of expressing the secret fear of many family fathers - and transformed Ovaltine, previously advertised as a simple breakfast drink, into a life-saving power drink overnight. As a result, the drink evolved from a touring snack and tonic to spiritual nourishment, and then simply to a guardian of health. The protein drink (or rather its marketer) demonstrates an impressive ability to adapt to the needs and desires of potential buyers - and thus a great power of survival. "Switzerland without Ovi? That's almost as unthinkable as a Switzerland without mountains and cows," summarizes the author of this chapter. Admittedly without realizing that this comparison would only be of historical interest soon after the editorial deadline.
"In addition to insights, this historiography of Swiss advertising also evokes emotions."
>Images of a better life. How advertising tells history by Daniel di Falco, Peter Bär and Christian Pfister. Haupt Verlag, Bern 2002. 240 pages, CHF 62.
Katrin Piazza
