Let's continue on the witty track with our first example. It's a car advertisement (ad 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 (ad 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.

  The concept of  freedom is introduced in our next example (ad 4). The first lines sound: With 16 valves the (sic) freedom becomes reality. Each day. A daily fact. ... And then here is a long tekst with a lot of the expected vocabulary like safety, beauty, good looks, a drop of agression and style, power soft and souple ending in to let you enjoy your freedom undisturbed (notice: not without limits!).
I have some difficulties to read the image - a thousand words is a lot when crammed together into one single image. But let's give it a try. Sixteen valves means power to the engine. That's 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's a popular approach, often seen with horses (e.g. ad 6, 8, 20).

(a) When I was just a kid, my bike was the freedom to explore.
(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.

I register the same flow in the adverts for the respiratory organs (8, 9). The link lies probably in the wide open nostrils of a galloping horse. I can only guess.
The advertisement about the hepatitis treatment (7) is also above my understanding. But I'll 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's a system, thus PEGASYS. It's just a small step to Pegasus (the winged horse which sprang from the blood of Medusa). Well, it's reasonable, isn't it?
But at example 10 even I am completely at a loss about the digital montage for the hypertension product.

  Authenticity is also  one of the qualities of a horse. The idea is often combined with other horse emotions like freedom or perfection. Some constructions are quite simple. Take the advertisements for the boots (18) and cigarettes (19). This is pure authenticity, the origins, dreaming of past times with honest products. It's a bit more complex with the boots of ad 21. The horse probably isn't that important and at first I didn't plan to include it. But I did because it shows how indigenous people are asked to radiate authenticity, connection with nature, freedom. It's such a nice parallel with the use of treathened animals. Read more about this in [Illustration 3].

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.

It's not getting any better below this lines.
First two samples (27, 28) from a series about powerswitches. Ideas like top-design, fast and simple, safe, exchangeable, etc. all come with one ore more horses. I fail to see the connection, except perhaps for the one advert with a workhorse.

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've 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).