The third place in order of occurrence is taken by the bear as a symbol for Nature, purity, or environment. The link is rarely obvious and often plainly misleading.
We close with a short word about some ads where you could swap the bear with any other animal big enough.
strong as a bear. It's often used to indicate
very good, or best in its kindand also
performing exceptionally well. That's how me must read adverts (3), (15) and (17). The urban transport ran the ad during the winter holiday season to convince people not to take any risk and leave the car at home. The choice of the Polar Bears is natural if you take into consideration :
Congofor a remote spot, but the latter at least does not fit the weather.)
partners come to work together then the result is unmatched experience and servicestates ad (18). It looks like a clear example of the bear = strength approach. Take a closer look at an older advert of one of the partners (see ad 19) and you'll know that the previous conclusion was shallow thinking.
Ad 19 says (translated from French)
For him, the environment
is important. When you are about to order selfadhesive labels, do you
take the environment into consideration? … don't use any chlorine. …
less environmental risks using sulfate instead of sulfite. …
Thus on this earlier (1993) advert for Raflatac® the bear symbolizes the natural environment. This original green meaning is gone on the advertisement announcing the partnership. This shift was probably not intentional, because more recent adverts (1998) fall back to the original meaning.
king in the immense blue and whiteness of the arctic. He symbolizes for Tryba uncompromized power and serenity. In this world of pure air and water where everything stands for beauty and perfection, he is life itself.(ad 25 translated from French) I can't state it more clearly : the bear stands for nature. Though the link with the windows escapes me.
Somewhere in Belgium, there is a hidden and timeless spot pampered by Nature. On this virgin spot rises the Valvert water. The water taking its time. The water that after twenty years of percolating surfaces again tender and pure.
Ice bears are wise bears) and continues with a long text around their diet.
Polar bears are really sound of mind. They know better than anybody else the advantages of fish oil, the ultimate weapon of nature …A clear example of the popular theme learned from Mother Nature.
… And precisely like Polar bears choosing only the best of fish are we using only the purest fish oil …The product then
enhances your memory, is good for a stable mind, strenghtens your immune response. The advert can therefore be classified with our examples 8, 10 – 12 all about resistance. There is one problem though. The whole thing is based on the wrong assumption that Polar bears consume a lot of fish. In reality their diet consists mainly of different species of seals. They only occasionaly eat some fish. The product may then
give you the best of nature at the sharpest price, the advertisement, however, is sloppy work.