Car vendors are gladly making full use of the qualities of horses. But they come only second after medicine brands. About a quarter of all adverts with horses are for some medication. Add to that the job vacancies and we are over half of all advertisements with these noble quadrupeds.
Let's continue on the witty track with our first example. It is a car advertisement (1) with the caption One hunderd thirty horses and three cows. The horses stand for the power and the cows relate to the luxury of the leather finishing.
We are offered to Discover a new race of diesel engine (3). The opener comes straight from the template box. Translated from Dutch: This stallion can't obscure his noble pedigree. His muscular strength, his suppleness, his temper and his endurance are too obvious. And now comes the link with the image : You can state exactly the same about our new engines. …. The text goes on and on and tries desperately to strengthen the link with Mother Nature and follow the Green USCA handbook.
There are more classy ways to advertise your car. Mercedes just shows the head of a white horse. The car is reflected in the black eye. Caption : The E-class of Mercedes. Good work.
I have some difficulties to read the image —a thousand words is a lot when they are crammed together into one single image. But let's give it a try. Sixteen valves means power to the engine. That must be the link to the horse. The white stallion radiates class and luxury and triggers our unconsciousness. My mind promptly retrieves the trademark of the French Camargue —a bunch of white horses free to roam the vast marshes of the region— and the right mood is sprouting out (a feeling of freedom, untamed individuality, authenticity, etc.). It is a popular approach, often seen with horses (e.g. Nos. 6, 8, 20).
(a) When I was just a kid, my bike was the freedom to explore.Lines (a), (b) and (c) are talking about fysical freedom, exploring a gradually growing world. But then the story switchs to the son (d) and to the mind. He is free to dream. It is all underlined by the wide-plains-emotion performed by the horses. Do you feel it coming ? You are not buying this car for your egotistic self. It is an investment for your offspring. Exactly like the new encyclopaedia or luxury wristwatch. You are making (d) possible. You care (also expressed by the image; e.g. Elephants No. 13, Bears No. 20.) and pass your values (and valuables) to your children. That is why you are here (e).
(b) When I was a teenager, my motorcycle gave me the open road.
(c) And in my 20's, a beat-up convertible was a ticket to heaven.
(d) Now it's my son who is free to dream.
(e) So here I am.
The advertisement about the hepatitis treatment (7) is also above my understanding. But I will give it a try. The chemical is peginterferon alfa-2a. This brings us at the PEGA. Optimal usage is in combination with another product. It is a system, thus PEGASYS. It then is just a small step to Pegasus (the winged horse which sprang from the blood of Medusa). Well, it is reasonable and logical after all, isn't it ?
But with example 10 even I am completely at a loss about the digital montage for the hypertension product.
The advert for the ultimate wristwatch (11) starts with The world moves forward on the back of accomplishment. and ends with When the quest for perfection is perpetual, nothing's out of reach. Here, the horse itself becomes kind of perfection while on other occasions it's only the carrier making the fulfillment possible. Example 11 is part of a series and not all feature this extra twist. But the connection with perfection is always there, like in If perfection is a hurdle, ….
The last of this series, the underwear advert (15), is equally rich. The image very suggestively features the sea with a woman riding a white horse. The text comes with spontaneous, light, natural. The brand name Avion is French for airplane. An airplane in the brand's colours is crossing the sky.
The next advertisement (31), also about financial services elaborates about what
would happen to our companies if there were no money. I'm not sure how to read
the presence of the work-horses. I have two possible interpretations :
a) money is the work-horse of the economy (a positive use), or
b) the scene shows the world without money (the horse is backward : negative use).