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Illustration 5: True colour
You'll need two players to convince people that your product is synonym with good sharp colourful images. The procedure comes rather expensive because one of the actors gobbles the other down : cat eats fish, cat hunts mouse, mouse savours cheese.

When the receiver is a printing professional, the advised recipe is to enhance the advert with a colour calibration target.

©  first published: II.2003; updated: IV.2003  Nederlands
 
  Point and shoot  and our camera takes care of everything else. That's what this Spanish advertisement (ad 1 dated 1993) says. The image will materialize before your eyes (it was long before the age of digital cameras !) and then the quality : astounding. The brand uses the very strong couple mouse and cheese. If a mouse can be misled then the image must be extremely realistic, almost to the scent. (The same brand in 1986, used Colourful fish in a knowledgeable manner to illustrate brilliant images.)

  The Color Publishing  System (ad 2) guarantees reliable colour and high image quality in a desktop-environment. Notice the absence of a calibration target : at the time desktop publishing wasn't considered serious yet. The lengthy text (lots of cool stuff like WYSIWYG and 'uvL colour space') stresses the built-in intelligence : True colour now extremely easy. The cheese in both ads is remarkably similar: a big chunk with lots of holes. That's probably to avoid connotations of soap.

 
   
(1) 1993 - Shoot and you won't believe your eyes. (2) 1992 - True colour, now child's play. (3) 1996 - Introducing photorealism
 
  True colour and  image quality is purely visual. And yet, in ads 1 and 2 it's sold through an olfaction oriented species. The other adverts call for an eye-hunter.
The Color Laser Copier (ad 4, I edited the image to better show the mouse) is a break-through in digital colour technology. When we compare with earlier ads of the same brand (f.e. Elephants ad 7) a shift in accent emerges. In the 1982 ad copying and resizing was important and shown with hordes of the same species (elephants, lady-bugs). In 1991 any decent copier could resize and make good duplicates. Time to stress colour and image quality.
 
(4) 1991 - There's only one way out (5) 199? - Colour good enough to eat !
 
  The same brand  in 1996 (ad 3) recycles the same idea for its inkt-jet printer with photo-print kit. Once again the output is so extremely realistic that someone couldn't resist the temptation. Follow the foot-prints from the fish and find out who.

  It's remarkable how  how often (gold)fish are chosen to radiate reliable colour (ad 3, 5-9). And except for ad 6 the fish always is cast as the victim ! Look at the cat in ads 3, 5, 8 and 9 and at the Kingfisher's bill in advert 7.

Cat and bird is also a strong couple. I don't have any sample though. Copy-writers consider cat and bird in the setting of advertisement 3 undecent, I suppose. Don't risk to disturb the customer. Play it safe with a pest-species or a cold-blooded animal.

 
(6) 1995 - professional colour proofs (7) 199? - Dazzling colours
 
  Our last examples  are interesting because we have two versions, one in Dutch and a second in French (ad 8 and 9). The French text is the more direct When a picture becomes real. and Make your pictures become alive while the Dutch version only indirectly alludes to the superior quality: Nothing sells better than a picture that brings the water to your mouth. (Also very appropriate in view of the fish.) Peculiar detail: the printing width is between 60 and 220 cm in Dutch but between 61 and 200 cm in French.
 
 
(8) 2003 - Prints that sell autonomously. (9) 2003 - A picture becomes real.
 
  Copywriters make a  clear distinction between colour (printing) professionals and other people. An advert directed towards the professional is marked as such by the presence of a white sheet with a colour reference bar. See ads 5-7 and Goldfish ad 12
 
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