1965 Coca Cola Advertisment

Although not entirely representing the Swiss design emergence, this poster of a brunette in a red swimsuit may appear seemingly more neutral to viewers compared to other Coca Cola advertisements as it incorporates some of the key elements of Swiss design. 

The simplistically-styled poster uses larger sans serif text along with the individual photo at the center, which are essential markers of Swiss design. These qualities allow for a sense of neutrality to the message: Coca Cola = fun. The ad avoids direct, overt sexism but despite this attempt, there are underlying sexist ideas being subtly communicated through its employment. The photo of a woman being reduced to a mere accessory for the campaign is something to note, as it is a common theme for Coca Cola to use women in swimsuits in their advertisements. 

This advertisement is oriented towards a male audience as it reinforces the idea that a woman’s place is as an object of male desire. This not only objectifies the female body, but aestheticizes women in a superficial light. Swiss graphic design is not inherently sexist, but the ways in which it is used contributes to gender stigmas that we continue to see today.