Copywriters are aware that moles live underground and that their hearing and especially their eyesight are poor.
It is remarkable that all our finds have something to do with television or streaming, apart from one.
We can turn anyone into a color expertis about paper used for colour proofing in the printing industry. The proofing paper makes it possible to match the inkjet printer for proofing to the printing on the press by using measurements. So, with this paper, it doesn't matter if your eyes are below par. The numbers will tell.
The use of a mole proves that for this supplier the measurements are more important than a visual judgement. Compare this with the approach of other brands in our sidebar about True Colour ([Illustration 5]) were the visual judgement is the approach of choice.
strikingly true colours, a
sharper image, and
digital stereo sound. The choice of a mole to support the message is remarkable in my opinion, and difficult to understand. From No. 2 we learn that
Just by ear you can tell that this is no ordinary TVand also that
If you have the ear, you'll love watching our TV set. The statement is illustrated with a mole equipped with a set of giant ears. So the poor animal can't hear the difference without that prosthesis?
Advert No. 3 comes with the text
You must be seeing blind if you can't see the difference in contrast … and to
make matters worse the mole wears sunglasses on its snout. Is it to protect its delicate eyes against the brightness of the screen? How does it all match the reportedly weak
eyesight and ears?
Football like you've never seen beforeis what this service promises to deliver to its subscribers. The mole on its hill occupies indeed an original viewpoint and is closer to the game than anyone else. The mole therefore is a rather good choice. Apart from the fact that in real life this visitor wouldn't be very welcome. But still.