Another big group of openings for advertisements is based on facts. A cat is a cat, loves birds, has good nightvision and soft feet, has nine lives and bigger and dangerous relatives.
purring, basking, comfortable, favoured petbut also
your family, freedom, safety and well-being. This is probably the most rich advertisement with cats. All other samples play only a subset of the vocabulary.
The cat of ad 3 is so softened by the warm and homely environment
that she forgets to touch her favored snack. And it will be difficult to find a
better composition than ad 4 to illustrate well-being and
enjoying the good things of life in the safe environment and warmth of one's home.
The latter advert has a deeper meaning because we are shown more than physical well-being (the
right temperature); the feet add friendship, care and protection. Don't bother to try to read
the copy; in both cases the text is worthless. Even worse, the excellent making of ad 4 is
destroyed by the caption which says
Idling in front of the gas-stove is only heaven,
if you realize how low the cost. How ordinary.
It's nice to know your loved ones are safe at home. Wherever you are, you can monitor your home …Technology for the benefit of all, they call it. Nice piece of work. The ad I mean, not the big-brother idea behind it.
This is a catstates ad 11, and indeed a cat is featured. The problem with cats is that they can cause false alarms in movement detectors. It won't happen with this system. The cat is a good choice, because she often is the cause of false alarms, but also because of the allusion to a cat burglar (or is that sheer luck ?).
We have made it our business to put more on the menu.Mice are often used for computer or internet related advertising (See Mice) and it is no surprise that a cat sometimes jumps in. A year later, in 1992, the same brand announces the first PC with a CD-reader. The advert shows a cat with a CD between her teeth asking
Agree with a PC with a little bit more ?Another brand brings two different PCs together below the title
Friendly & Compatible(the remaining part is in Dutch) and underscores the message with cat and dog quietly lying next to each other. Two pets together convey a very strong home and family feeling. A rather strange choice as the text is clearly directed toward business-users. But I was baffled when I saw ad 23 : a dog staring at a computermouse and considering going onto the internet. Compare the body-language of both animals; it is obvious that Max can't make sense of what is under his nose. A different approach, sure, but is it any better ?
The cat in
Don't let her catch you (ad 17) is the
impersonification of trouble on your networks. Other software and network support
companies often use sharks (see Fish 3)
and seem to focus on hidden dangers threatening your systems invisible from
below the surface. This ad warns us for trouble approaching in a sneaky way, but in
the open for whom keeps his eyes open.
Our film captures everything as fast as a cat's eyes. Four types of film and four animals, all predators.
Our long range goal is to reuse every part, except the purr of the engine, says the text. And that explains why a cat was chosen. I would rather have gone for a phoenix (certainly for the metallic parts).