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Animals in advertising - Bear 2
|Most of the time the strength of the
bear is to be taken literally. Sometimes it means performing well.
The third place in order of occurrence is taken by the bear as a symbol for Nature, purity, or environment. The link is rarely obvious and often plainly misleading.
We close with a short word about some ads where you could swap the bear with any other animal big enough.
|©||first published: XI.2002; updated: X.2003, VI.2006||Nederlands|
Beresterk is a Dutch word meaning strong as a bear.
It's often used to indicate very good, or best in its kind and also
performing exceptionally well. That's how me must read adverts (3), (15) and
(17). The urban transport ran the ad during the winter holiday season to
convince people not to take any risk and leave the car at home.
The choice of the Polar Bears is natural if you take into consideration:
|(15) 1997 - Strong as a bear - urban transport line||(16) 1992 - Valvert, the pure water - mineral water|
When two strong partners come to work together
then the result is unmatched experience and service states ad (18).
It looks like a clear example of the bear = strength approach.
Take a closer look at an older advert of one of the partners (see ad 19) and
you'll know that the previous conclusion was shallow thinking.
Ad 19 says (translated from French) For him, the environment
is important. When you are about to order selfadhesive labels, do you
take the environment into consideration? ... don't use any chlorine. ...
less environmental risks using sulfate instead of sulfite. ...
|(17) 1992 - De Lijn brings you everywhere, except to the North-pole - urban transport line||(18) 1995 - When two strong partners ... - selfadhesive labels||(19) 1993 - And You ? - selfadhesive labels|
The Polar Bear is king in the immense blue and whiteness of the arctic. He symbolizes for Tryba uncompromized power and serenity. In this world of pure air and water where everything stands for beauty and perfection, he is life itself. (ad 25 translated from French) I can't state it more clearly : the bear stands for nature. Though the link with the windows escapes me.
Mineral waters love to stress the purity and the life-giving
powers of water. The ebullience of the previous lines makes it understandable
that waters sometimes call for a bear. Think of the Pyrenean bear (ad 6) and
the Belgian water of advert 16.
|(20) 1991 - Okay it is your Ford, but it stays our darling - cars||(21) 1990 - Tame your datacomm problems easily - network analyzers||(22) 1992 - What about Russia's future ? - newspaper report|
|The ad for the car brand (20) could do with any mother and child picture. Our Elephant page (ad 13) shows an example radiating the same feeling to accomodate medical insurance. You could simply swop the pictures without anybody noticing. Before you raise the point that this example doesn't follow the USCA green book, let me tell you that we are not looking at a car-ad. It's a story about the excellent service and skills of the dealer network.|
|Three main topics for the seminar: three bears then. The brand uses the same picture for its antibiotic against bronchial infections (see also adverts 8, 10-12).|
|Phew! What a relief! (24) belongs to a series about an ointment for haemorrhoids. It doesn't look like this Polar Bear is very happy with the results. The ad with the elephant is much better. It relates better to the habits of an elephant and the animal shown has a happy look.|
|(23) 1996 - Activity, tolerance, therapy compliance - seminar||(24) 1997 - Phew! What a relief! - ointment||(25) 1992 - The polar bear reigns ... - art-déco style windows|
|(26) 199? - extra vitamins||(27) 2001 - every call supports WWF|
|Polar bears are smart bears (28) starts with a play of sounds in Dutch (Ice bears are wise bears) and continues with a long text around their diet. Polar bears are really sound of mind. They know better than anybody else the advantages of fish oil, the ultimate weapon of nature ... A clear example of the popular theme learned from Mother Nature. ... And precisely like Polar bears choosing only the best of fish are we using only the purest fish oil... The product then enhances your memory, is good for a stable mind, strenghtens your immune response. The advert can therefore be classified with our examples 8, 10 - 12 all about resistance. There is one problem though. The whole thing is based on the wrong assumption that Polar bears consume a lot of fish. In reality their diet consists mainly of different species of seals. They only occasionaly eat some fish. The product may then give you the best of nature at the sharpest price, the advertisement is sloppy work.|
|(28) 2006 - more resistance, better memory - omega 3 fatty acids|
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