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Illustration 4: Copiers
|Copiers are meant to make duplicates of the original. This is a give-away in the decision
which approach to take. Many scenes are thus based on repetition which easily instigates
a chuckle: a highly appreciated feature in adverts.
After colour engines became available the focus shifted towards the excellent colour
reproduction. The small footprint for the environment became also an item.
| Our first
example is a bit difficult to understand. The caption states The more
you put in, the more you get out. That doesn't sound like a copier to me. I would expect to put one
in and receive many. The picture features a rather shabby chicken looking
back to more eggs than it can handle. The link to reproduction is clear, but it's not
very well done. The original egg is laying on top of the lid covering the glass plate and
couldn't possibly survive the pass through the slit. The right setup ought to be with open lid and
the bird sitting on the plate.
Take a look at the mount of eggs. Can you believe that? I can't. No chicken egg can survive such a fall nor the pressure of that many colleagues.
|(1) 1978 - The more you give, the more you get.||(2) 1981 - The copier which enlarges to the life.|
|This copier enlarges what's small and reduces what's big (ads 2, 3). The spasmodic text starts with Zoologists dabbling with genetics, but also Einsteins, Corbusiers and other Edisons can copy to their hart's content with this speed-devil. (And make their stingy accountant happy). The advert confirms the cliché differences in behaviour between man and woman. The man is only mildly surprised while the lady is really distressed. This happens although the small elephants are less menacing than the enormous ladybirds.|
|(3) 1982 - This copier reduces to the life.||(4) 1993 - Convince even the most demanding colourexperts.|
| Reproduction in
Platypusses is very complicated. It lives in Australia and Tasmania.
It's a mammal but lays eggs.... Advertisement 5 is one of the very few where we
can learn something about the animal shown. The second page of the advert shows many copies
leaving the engine (the usual approach) under the header With us reproduction is straightforward.
This is the use of contrast but also a variation on the better than nature tune.
What I fail to understand is why the Platypus was choosen. The choice is appropriate, but other more
familiar species could perform equally well, I think. For that whiff of exotism perhaps?
Black and White copiers became commonplace, boasted numerous functions and were followed by the first colour copiers. The wonder of easy replication lost its charm. It was time to stress colour and its quality. The brand of example 6 announces its products by means of a Zebra. The black & white and colour range of copiers are represented by the black & white and coloured half of a Zebra. The text elaborates on the incredibly sharp b&w half-tone images and the impact of colour for more persuasive presentation materials and reports. (A whole chapter is dedicated to Zebra's.)
|(5a) 1987 - Reproduction in Platypusses is very complicated.||(5b) 1987 - With our engine reproduction is easy.||(6) 1991 - Your business will look extraordinary on paper.|
|Also in 1991 another brand goes straight for the colour tune (7). The quality of the copy is so good and the colour so real that even your cat is mislead. This is the usual approach to sell good sharp colourful images: cat attacks a copy of a mouse, mouse tries to eat a copy of a chunk of cheese and a butterfly (Inachis io) is attracted by a copy of a flower (ad 4). Read more about true colour in [Illustration 5].|
|(7) 1991 - There's only one way out||(8) 1992 - Productivity and environment have to be in perfect harmony.|
|We like to think we do our best to help take care of the environment, says advertisement 8 and an exhaustive list of recyclable parts must prove their point. They don't talk about true colour or good copies. It's the environment that counts. They care.|
|(9) 1995 - Always ready to make a copy.|
|Always ready to make a copy (ad 9) relates to the stereotypical rabbit. Rabbits reproduce like rabbits. It's difficult to produce anything more corny than this text. (Though we have a good runner up with the elephants where car features are ascribed to bodyparts of an Elephant.) Each rabbit picture illustrates a feature of the copier: no warming up time (two rabbits), 12 copies a minute (rabbit with number one), front loading cassette (rabbit with carrots), environment friendly (rabbit in the grass between flowers), zoom function (big and small) and easy maintenance (rabbit chewing hay). The accompanying text again stresses that the copier is friendly for the environment, works almost ozone free and only mentions casually that it makes quality copies.|
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