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Animals in advertising - Pigs
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Hogs in many European regions outnumber people. Pigs are more numerous than most other species on this pages, yet are only sparingly used. We find a disproportionally high number of exotic species instead of our beloved swine.

Don't expect to learn something. Swine writers stay bottom level with ordinary allusions. A rosy pig usually means money and a rosy future. But surprisingly enough pigs and family are also often used to indicate quality! Be it indirectly, but still.

©  first published: VI.2002, update VI.2006  Nederlands

(1) 1993 - Quality to the pigs (2) 1997 - metaphorically spoken (3) 199? - In Berlin you may like to jog a little faster
  Let's start with  the delicate German humour recommending a laser printer (1). The writer explains with much play with words how the brand stands for quality prints (hochleistungs-druck). How many suppliers dump their printer (Drucker) to market with swagger (mit viel Schwein). How they save you the stress (Druck) of finding the best printer out there. How a good nose is needed to find the best. That is probably already an allusion to the truffle-tracing capacity of the species.

  Our second example  is also computer related (2) and also walks the pig - truffle - quality path. Really good quality is often difficult to find. But sometimes it's quite simple! is only the start of a page-long lesson about truffling. The explanation ends where it starts, stating the obvious. Notice how the animal on stage isn't important, nor one of its abilities. The pig is only a pointer to the truffle-quality duo. We've seen the same tactics with Goldfish where the fish is only an excuse to bring the bowl to the table.
Advertisement (4) follows exactly the same line of thinking. Truffles are his business. Wine is ours. It's the quality tune again: pig points to truffle points to quality. But what about the wine advert (5)? The quality is supposedly good enough, but is the swine pointing to the wine? I think not. It's just a teaser, any terrestrial meat producer would work.

(4) 1987 - He goes for truffles (5) 2003 - White wine not only with fish.
  One third of  Germany's young, dynamic capital consists of forest, meadows and lakes (3). You never know what kind of companion unexpectedly may drop in. It could be a wild boar. That's why you sometimes might prefer to speed up a bit. The boar stands for a green environment, and I spot also surprise, adventure, dynamism. We don't learn a thing about the species, but I consider it none the less a good approach.

  We recognize a  more or less similar approach in the Traffic jam, where? advert (11). Our Sus scrofa stands for the green wilderness of the Ardenne region in Belgium. The highway is just repaired and queueing is past. At the side of the same highway you'll find panels showing a wild boar and carrying the caption an élan of progress. That's two in one: the wild boar means the natural environment of the region but also the energetic economical environment.

  The wild boar  of advert 6 could be anything unusual on the city streets. The picture is full of weird things passing the reader behind his newspaper unseen. The story is that the news soon will come on a smaller tabloid size giving the reader the opportunity to keep an eye on the surroundings. Thus the size is changed not to enhance the reader's experience, but in order that the customer can pay attention to other things. I can't quite follow.

(6) 2004 - Notice more with a smaller newspaper. (7) 2002 - Your savings might make a carreer. (8) 2005 - Your savings have ambition.
  Never under-estimate your  piggy-bank says the bank of advert (7) and give your money a rosy future. The designer of (9) even did some image editing to add a slit on the back. Nothing to do with quality both adverts allude to the old habit of rural families of breeding a pig as a source of high calorie food. Funny how such a symbol survives in a fat free and zero calorie world. Only a few years later another bank publishes a series of adverts based on (nearly) the same idea (8, 10).
(9) 1995 - Savings in your piggy-bank (10) 2006 - Your savings are ambitious.
  Built to be  respected (12) is one of the better pig-works. Three Warthogs follow a car which is supposedly the leader of the pack, and their typical behaviour (tails up) is shown. The choice of this species means adventure: one of the main feelings attached to 4x4 vehicles. The light in the scene is also very special. The top is very bright and several beams are approvingly coming down from the skies. Well done. Much better than the first try-out in the 1990-ies with elephants (ad 10).
(11) 2005 - Traffic jam, where? (12) 2001 - Built to be respected
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