Giraffes are therefore very suitable to enrich an advertisement with some mild humour, or a soupçon of exotism. But their contribution seldom makes for a dazzling display.
adventure, escapism, exotism, simplicityand
beauty, humming citylive, love for a modern livestyleand
designall in one short paragraph. The giraffe is the adventurous sugar on the cake. The ceiling is too low, so he has to lower his head, but I wonder what he is thinking. The poor animal must be worried because the floor is covered with a Zebra hide (Read our section about Zebras).
… You get the highest productivity without the need to stick your neck out. Suddenly a reference is made to the neck. The connection with the text earlier on is not clear and neither is the meaning of this sentence.
Usage type: strangeness and adventure
Tomorrow's television is even more High Definition. Satellite television brings the world with all its wild an exotic places, represented by the giraffe, into your home.
automatic landscape selection.
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
to stick one's neck outwhich means
willing to take a risk. The third group (e.g. 20) refers to the expression
stay head and shoulders above …which means
being significantly better than …
… the animals will be all eyes.The Giraffes, curious as they are, will turn the head to follow the trains for as long as possible and will hurt their neck as a result. A pinch of humour is always welcome.
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.
dynamism, drive, flexibility. Since those features are not associated with the giraffe, it must have been the neck that made the writer choose that animal.
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.
head and shoulders above …is very strong and using it doesn't require any real knowledge about giraffes. Nor is any similarity of characteristics between animal and product necessary. Probably therefore that this third flavour of the long neck theme is found in advertisements about job vacancies (20), or about best managers (21), magazines, awards (22), etc.
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
most challenging employer of the year(25). Knowing that the company's name is Giraffe we are not surprised that the challenge is illustrated with the animal in question: folding such a tall animal with such long extremities in such a small space is a challenge. Notice that they are confident to win: the bottle of sparkling wine is already within reach. Maybe they needed it to calm down the poor animal.
Usage type: nature and environment
for renewable energy to supplement fossil fuels.The message is underscored with giraffes and a matching landscape.
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?
This collection contributes to the conservation of wildlife parks under the management of African Parks., says the text. Also, one of the items in the Safari collection is the Giraffe ring. The use of giraffes is therefore entirely appropriate. They must stand for themselves and for the wildlife parks in Africa. The Safari line is still sold at the time of writing (May 2021), but at the jeweler's website nothing can be found about support for wildlife in Africa.
How close is your contact?(29) turns this convention upside down. It reads:
In a world of ruthless competition, only the fittest survive. A close relationship with your clients can make the difference. The reader is the business owner who must look after the customers (the young) for his own survival. But every mother with child would do, it doesn't have to be a giraffe.
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.