Fakultäten » Philosophische Fakultät » Filmwissenschaft, Seminar für » Prof. Dr. Margrit Tröhler » Zimmermann

Completed research project

Title / Titel Geigy Design. Graphics, Advertising and Corporate Design of the J.R. Geigy Chemical Corporation 1950-1970
PDF Abstract (PDF, 14 KB)
Original title / Originaltitel Geigy Design. Eine Einzelfallstudie zu Grafik, Werbung und Corporate Design der J.R. Geigy AG 1950-1970
Summary / Zusammenfassung Within the research project on "Geigy Design" (SNF, ZHdK), the subproject "Die Filmpropaganda der J. R. Geigy AG" focuses on the sponsored films of Geigy in all production areas (chemials, dyestuffs, pest control, pharmaceutical specialities) and on their interplay with other corporate media that contributed to the creation of a corporate image. Geigy is a prominent example of a corporation whose wide range of products and customers resulted in different types of corporate films ("Kulturfilme", commerials, medical films etc.) in order to reach the wide range of target audiences. With the introduction of the "Documenta Film Geigy" in 1963, a strictly scientific postgraduate medical training film series designed for practising doctors, Geigy set the pattern for corporate film marketing of the pharmaceutical industry in Switzerland. In the late 1960s, competing corporations such as Ciba and Roche adopted Geigy’s film strategy and replaced advertising with education – a concept that is still followed today by global pharmaceutical corporations such as Novartis and Roche.
Keywords / Suchbegriffe J.R.Geigy AG, advertisement, corporate design, industrial films, corporate films, sponsored films
Project leadership and contacts /
Projektleitung und Kontakte
Dr. Yvonne Zimmermann (Project Leader)
Funding source(s) /
Unterstützt durch
SNF (Personen- und Projektförderung)
In collaboration with /
In Zusammenarbeit mit
Zürcher Hochschule der Künste ZHdK, Institute for Cultural Studies ICS (Prof. Dr. Sigrid Schade, Dr. des. Andres Janser) Switzerland
Duration of Project / Projektdauer Sep 2006 to Apr 2008