Giraffes are therefore very suitable to enrich an advertisement with some mild humor, or a soupçon of exotism. But their contribution seldom makes for a dazzling display.
Usage type: strangeness and adventure
Another brand takes a more common approach (11). "Long live your children. Because without them you would probably never have discovered the unexpected driving pleasure of our monovolume cars.", we are told. An average house is surrounded by a rather static display of animals the average reader associates with travel and adventure. Other species we have seen selling cars are elephants, penguins, bears, or horses and they are often better at it than giraffes.
Usage type: long neck and extremities
The text about the forklift truck (14) never mentions giraffes, but a forklift is used to lift objects up and down and reminds people of a Giraffe's neck. Giraffes can reach high to graze fresh leaves and exactly so will this forklift lift your productivity to new heights.
It must be terrible for a giraffe to have a persistent cough and an irritated throat (16). It must be worse even to suffer from heartburn and feel like your entire throat is on fire (17). A giraffe is definitely a good choice.
The strong neck ≡ giraffe twin is also present in No. 6 where we are promised high productivity without any risk. And again in No. 19 where the neck ≡ giraffe idea is present in the title, but not in the image. They start with we gladly stick our neck out. The body text then takes of with You do want to reach new heights, don't you? and after some twists concludes with Visit us and discover why we are glad to stick our neck out for you. That is a combination of two flavours of the long neck meme: risk and excellence.
No. 20 is remarkable in its fluffy content. Be strong, it's only a handful of lines, but very dense: Are you head and shoulders above the others? Professional. Ambitious. Driven. Tenacious. … We also are head and schoulders above … certainly compared with other recruter companies. … Talent that is on the same level as our sky-high ambitions. Talent that stands out. With head and shoulders. … No doubt, this is a job for a giraffe who likes to stick its long neck out.
Usage type: giraffes are tall; they need space
Usage type: nature and environment
Advert No. 27 is rather difficult to read. The company proudly announces that they were chosen the energy supplier of Antwerp Zoo. "Zoo Antwerp opts for our green energy and clean air" and "Together for less CO2". They don't bring clean air to the zoo, do they? Is the clean air only available high in the sky above the clouds? Is this clean air therefore only within reach of the taller animals, the giraffes with their long neck? What is the giraffe doing here: playing the role of nature, the zoo, itself?
Notice the pattern on the car. The whole setup complies with the common practice of car adverts: people will look at you if you emanate power and a sense of adventure. Giraffes are like people. They are rubbernecks. But again, almost any species would do.