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Animals in advertising - Pinnipeds
|Pinnipeds are the least popular kind of Sea Mammals and
when they are called upon, they don't have much to tell. Nothing in fact.
That's less than donkeys who at least insult people.
What most copywriters try to do is invoke some mild good feeling by placing the animal in a funny situation. Pinnipeds are in this respect very much the poor man's penguin and copywriters are obviously not at their best with them.
|©||first published: II.2007||Nederlands|
| The fax
in our first example (1) Lets you see what you thought you heard. (*)
A desperate sales manager cries out SEALS? I said, bring in more DEALS!!! If he only had bought a facsimile machine. The year was 1987 and the accompanying text dutifully explains what it meant to use a fax. Notice also the predictable wordplay.
Mistakes in communication are made. And are costly! But, you can put mistakes out to sea. With a facsimile machine. Using fax means exact replicas of letters ... handwritten notes ... documents ... and graphics ... can be sent 'round the corner or 'round the world. Sent day or night, with the touch of a button. And received in seconds. As easily as a seal takes to water!
|(1) 1987 - Seals? I said, bring in more DEALS!!!||(2) 2005 - You're in Antwerp before you know.|
|It is indeed one of the better uses of pinnipeds. The
mistake could happen in a sales environment and if you are determined to make
an advert with animals it's probably difficult to find other credible animal-mistake
Another brand of faxes takes a different approach with an elephant (see Elephants). The elephant stands for the huge amount of data you can fax over the ocean, in a blink of the eye!
advertisement is ambigous in its meaning as an announcement
of the traffic Master Plan of the city of Antwerp (2). The copy is clear enough. It says
that the Plan and the roadworks will make of Antwerp a city with safe traffic,
nice to live in and easily reached. That last point is underscored with the caption
You'll be in Antwerp before you know it.
|(3) 2005 - Let the river Scheldt surprise you.||(4) ? - Juggle with your freedom - vodka||(5) 2006 - Designed for natural living - hotel|
Scheldt is gradually becoming healthier and one of the more visible
effects is the renewed presence of seals. It's no surprise that a celebration day
is announced with a seal offering a thrill and a chuckle.
the same vodka brand (4) also with penguins
(see Penguin ad 24) and several other animals
and we are not looking at the best of the series. The caption is weird, perhaps even wrong.
It says Juggle with your freedom. The picture shows two different
drinks and is therefore an illustration of a choice: thus giving us freedom of choice.
I wouldn't juggle with my freedom (not even of choice), but I will gladly use it.
Advertisement 5 is located in London. We have a room with a view on the St Mary Axe tower. The situation inside is less enjoyable because there is a seal on the bed. The seal - or is it the room? -, is Designed for natural living. Clueless I am, really. I assure you. The situation reminds me of the Polar bear and the window (see Bears ad 25) where the bear stands for nature without any real connection, which I could perceive, with the product.
|Previous pages: Bigger Cetaceans (whales), Smaller Cetaceans (dolphins)|
|*||That's entirely wrong of course. A fax lets you see what you should have heard.|
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