Fish stand out because they are not used to add a green touch. Copywriters never find any strong point of fish in their subject. And they almost never suggest a link between the animal and a feature of the product. Many fish are in fact completely superfluous in their own act.
ample elbow and leg room. The juxtaposition in (2) speaks for itself:
a sea of possibilities. No. 3 is a very common and easy approach.
Imprisoned in your current job?Goldfish transmits the idea. Often seen with IT-jobs, but can sell many products.
We have several similar advertisements for other products in our archives.
Air … Now!, the asthma inhaler (7) is a jumble. The poor animal somehow got out of the bowl and desperately cries for air while it is surrounded by a massive volume of the stuff ! This fish needs water much more than air to get the necessary oxygen. But strangely enough, the message is sound and clear, because it evokes very well the feelings an asthma sufferer experiences.
You need only so much to feel comfortable (or at home). The man (no doubt about that) seems to know that the fish feels entirely happy in a empty bowl crunching crumbs. I sentence him to some weeks of community work in jail.
In 2005 a bus company brings an advertisement (12) which is quite similar at first glance.
The new lines of the urban network will
move everybody to everywhere everyday which means that
the standard conventions apply: the fish bowl stands for the restricted freedom of movement
soon to be remedied.
a small world …and on the inside continues with
Everyday surprising facts can be discovered in the fascinating richness of the living world …Guess what, we are talking about coated paper for presses ! The same supplier has a weak spot for bears also.
It is perhaps time to take a quick look at advert 15.
The job advert states that this communication agency is
looking for out-of-the-bowl thinking people who
help our customers to have a sharp image. If you have to transmit out-of-the-box would you end
up with the result of No.15 ? And if playing with sound had you brought to the bowl idea, in what
way is the goldfish of (15) thinking out of the box ? Is it pure coincidence that both adverts (13 and 15) feature
the same image and both are failing to make a connection with the text ?
Bright colour is good, but realistic and reliable colour is better. There is only one professional way to plant that in our mind : a white sheet with a colour reference bar. We will see the same approach repeated several times (f.e. in No. 13 on this page. See also Colourful fish No. 5).