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La più celebre delle montagne svizzere, il Cervino, è ormai un marchio di marketing globalmente riconosciuto. L'immagine della vetta la si trova in tutte sulle confezioni di innumerevoli prodotti di consumo svizzeri e di altre parti del mondo.
Si va dagli alimentari - con muesli, cioccolato, birra canadese e formaggio per esempio - ai cosmetici e sapone come creme da barba per arrivare alle sigarette malesi. Una selezione di questi beni, di queste immagini, sarà in mostra fino al 15 ottobre prossimo a Gornergrat, direttamente dal Museo alpino che per la seconda volta organizza un incontro fuori dalla sua sede.
Sono previsti testi di accompagnamento in tedesco, francese, inglese e giapponese, segno che si vuole dare a questo appuntamento, che può essere visitabile in pochi minuti con i trenta oggetti in mostra, un taglio turistico globale. Ai visitatori sarà fornita la spiegazione di intuizioni pubblicitarie e di marketing internazionale che stanno dietro a prodotti con l'effige della montagna ignoti in Svizzera.
ATS/sdr
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