![]() ![]() Intended as a souvenir for G.I.s, the book was published by entrepreneur, Migros founder and Praesens shareholder Gottlieb Duttweiler. Praesens-Film AG had taken up this theme as early as 1945 in a short documentary entitled G.I.S IN SWITZERLAND (Hermann Haller).The same year also saw the appearance of a book entitled "Our Leave in Switzerland " containing images by still photographers including Werner Bischof and Jakob Tuggener. By the end of 1949, 311,000 members of the American occupational forces stationed in Europe had spent time on leave in Switzerland. In this light, SWISS TOUR can be seen as part of a cultural image campaign run by Switzerland in the United States. Switzerland's reputation was particularly badly battered in the United States. The fact that Swiss banks had managed German assets and accepted gold plundered by the Nazis during the war had damaged the country's image. Lazar Wechsler's cinema of humanism and international understanding played a significant part in the moral rehabilitation of Switzerland abroad.
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