the order of the Crocodilia. In the advertising world all that counts is that they are considered tough animals with impressive teeth. I will therefore not always make a distinction between the Crocodile families like f.e. Crocodiles s.s., Alligators, Caymans.

Our first example (1) is for a gateway which connects networks carrying different protocols. The device, named GatorBox, comes with a generous 2 MB of memory (we are in 1991!) and the writer goes all out for the stereotype of the tough and aggressive alligator with expressions like … It eats them for breakfast. …, and How we attack …. From the latter we learn that the animal represents the product itself, and not the dangers that threaten the network it guards. So in this case here the dangerous animal is the good guy.

(2) the Crocodile is definitely the bad guy. The animal with its sharp teeth stands for a tough business world. The announced course will teach you the soft skills needed to sink your teeth, freshly sharpened, into even the toughest negotiations.

(4) it is also about the teeth. A computer brand is looking for new dealers and here too the author plays allusions to teeth: Sink your teeth into … and also … om van te watertanden!, the Dutch expression for mouthwatering which mentions teeth (tanden).

with a crocodile (5) the animal is merely present by chance and only serves to attract attention. It is the announcement for an event seeking IT professionals, and the main attraction is the screening of Lake Placid, a movie featuring giant, hungry crocodiles.

(6) and that is a characteristic that is also highly valued in cars. The same brand from advert № 3 boasts that no other car of this type contains such a concentration of technology. Every detail of this car is designed to avoid any misstep. Something the Gecko can undoubtedly relate to.

The Gecko in № 7 is there for the same reason: the road holding of this vehicle is so good that the wheels seem to stick to the road. Unlike the previous advert, there is no text reference to the reptile.

of perfection we learn in № 8. We value this principle more than ever, explains this manufacturer of fiber cement products without asbestos. And he continues With this environmentally friendly range, we're building your future. You can rely on that. It reminds me of the green bricks which are also sold as environmentally friendly. The question remains why this species was chosen as an illustration? Because it molts? But molting, I believe, has nothing to do with evolution and everything with growth.

(9) is targeting IT Professionals. The event will provide in-depth technical knowledge about the brand's platform of today and tomorrow. Nothing in the text suggests why a reptile was chosen, what it is doing there, or what it is supposed to mean.

at For those with instinct (10) which is an advert for luxury watches (waterproof up to 30 m). We have an advert by the same brand and in the same year but then for a watch which is waterproof up to 50 m. The latter advert features a bunch of crabs in a similar configuration. And even in that case I can't figure out why that animal was chosen and where the connection with instinct lies.

Instinct is a rather popular item with copy writers. We have several examples spread across the animal kingdom and in most cases it is not clear to me why instinct was brought in at all:

• Adelie Penguin: Act on your instinct – new file format for job control
• Bear: Follow your instinct: drink and save the bear – mineral water
• Bee: The biologists talk about instinct. – Surface Mounted Devices
• Cat: Mimi gets back in touch with her hunting instincts – hotel chain
• Crab: For those with instinct – waterproof watch
• Dolphin: Mobility is about instinct and strategy. – tablet pc

(11) it is clear that the image was chosen because it contains many different shades of green. It is just a coincidence that we see a reptile. It could just as easily have been any other green species. And indeed, the text is completely silent about the animal. No cringe-inducing attempts to make a connection. It only addresses colour management. That much is clear. Well done.

if you absolutely must use reptiles, stick to turtles, snakes, or chameleons. Stay away from the other groups.

• Turtle
• Snake
• Chameleon
• Other reptiles