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Illustration 4: Selling copiers
Copiers are meant to make duplicates of the original. This is a giveaway in the decision which approach to take. Many stories are thus based on repetition and this easily instiga­tes a chuckle : highly sought after in advertisements.

After colour engines became available the focus shifted towards the excellent colour reproduction. The small foot­print for the environment became also an item. After the mid 1990s the use of animals for copiers was aborted. More recent examples were not found.

first published: vi.2006; edited v.2020

Our first example
is a bit difficult to understand. The caption (1) 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.
Do you believe this ? I can't. No chicken egg can either survive such a fall nor the pressure of that many brethren.

(1) 1978 – The more you give, the more you get.
(2) 1981 – The copier which enlarges to the life.

This copier enlarges
what is small and reduces what is big (Nos. 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 demon. (And make their stingy accountant happy). The advert confirms the clichéd differences in behaviour between man and woman. The man (2) is only mildly surprised while the lady (3) 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 is 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. The time arrived when it was needed 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. (See also the chapter dedicated to Zebras.)

(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 in copies (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 in order 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 (a Peacock, Inachis io) is attracted by a copy of a flower (4). We have more about true colour in [Illustration 5].

(7) 1991 – There is only one way out

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 do not talk about true colour or good copies. It is the environment that counts. They do care. At the bottom of (8) is written The simplicity of intelligence and it is nearly miraculous that no dolphin was called upon. Intelligence is their business, more than from any other species (see Sea mammals).

(8) 1992 – Productivity and envi­ronment have to be in perfect harmony.
(9) 1995 – Always ready to make a copy.

Always ready to
make a copy (No. 9) relates to the stereotypical rabbit. Rabbits reproduce like rabbits. It is 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. There is only a casual mention to the effect that it makes quality copies.

 I wonder if people in Australia and on the Kerguelen Islands agree with that.

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