our one sample which stands apart (1). "We can turn anyone into a color expert" is 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.

of our samples No. 2 & 3 is characterized by 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 TV" and 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?

call for a mole, twenty years apart and each for its own specific reason (4 & 5). Both are straithforward applications. In No. 4 the mole on its hill is watching the screen and the program ready to start is precisely The Mole a populare game show where contestants are trying to figure out who among them is sabotaging the game.

‡:

• Hedgehog
• Mole