This must be about the strangest image to have ever appeared on this blog. How to explain it?
First of all, it was published in Review of Reviews, May 1913, 457, accompanying the second part of a two-part article by Count Zeppelin on 'The conquest of the air'. However, apart from the obvious aviation theme there's no obvious link to the text. The caption reads:
The Pictorial Postcard issued for sale on behalf of the Swiss National Aviation Fund.
I can't find much about the Swiss National Aviation Fund (which doubtless had a proper name in French and German — there's a version of the postcard in the latter), apart from a solitary but simultaneous mention in Flight, 3 May 1913, 496:
Having arranged to fly at Aaran in the interest of the Swiss National Aviation Fund to which £16,000 has already been subscribed, Oscar Bider flew over from Berne on his Blériot tandem on the 22nd ult., in 45 mins.
This confirms what was already apparent from the name, that the Swiss National Aviation Fund was an effort to raise funds to buy aircraft, 'pour la Patrie', for the Fatherland, presumably for military purposes. (It seems to have been reissued during the First World War, in which Switzerland of course was neutral, but in need of aircraft more than ever.) Similar efforts were then underway in Britain and the Dominions, such as the Britannia Airship Committee and the Imperial Air Fleet Committee, and during the recent airship panic the Navy League had tried to get British municipalities to volunteer funds to buy aircraft for their own defence — though I suspect none were as successful as the Swiss National Aviation Fund, if the report in Flight is correct.
All that may help explain the presence of this image in Review of Reviews, but it doesn't explain the image itself, a photograph of a sculpture, probably in clay, by the Italian Domenico Mastroianni. All I can offer is that the woman with the sword and the cross on her breast is Helvetia, the national personification of Switzerland. The grouping of her with the horses almost seems like a statue group; perhaps it is a reference to a well-known depiction, but I haven't been able to find it. Like Helvetia herself, the horses also seem to pull the image away from modernity into a classical past, which is contrary to how you'd expect such a radical new technology to be portrayed — on the Italian side of the Alps, the even newer literary and artistic movement, Futurism, was filled with images of aviation precisely because it was such a break with the past. But perhaps that was the point of this image — maybe by classicising the aeroplane and relating it to safe and familiar forms of patriotism and strength it reassured the viewer that the traditional virtues and mores would not be overturned along with transportation and warfare. It this context it might be noted that the British committees and leagues referred to earlier all had, in that typical Edwardian way, aristocratic patrons: Lord Desborough was president of the Imperial Air Fleet Committee, for example. It's a more subtle way of giving the same assurance, that the social order will be upheld.
It's still a bizarre image, though. And it must be pointed out that 3 hp is woefully underpowered for an aeroplane, even in 1913.