Animals in Advertising

Posted by Carroll Trosclair Dec 4, 2007

Television advertising has become a virtual zoo featuring a wide variety of what might be called corporate spokesanimals. Or spokescreatures.

Looking around, you’ll see:

• The GEICO gecko that promises to save you 15 percent;
• The Energizer bunny that just keeps on going;
• The Hartford moose that has been quietly strolling through lobbies, offices and basketball courts for years. He says nothing, but his proud bearing speaks volumes.
• The AFLAC duck that never can get anyone’s attention;
• The Planters’ Peanut, looking as sophisticated as ever with his top hat, monocle and cane.

They have been joined by Applebee’s Talking Apple and AT&T’s talking cookies.

Advertisers seem to use as many spokescreatures as they do spokeschildren, who are also plentiful in advertising, especially local advertising.

There’s probably something very clever that can be said about a corporation that uses an animal or child to talk to its prospects, but we’re not sure what that is.

Nor are we sure what to say about a society that listens, and responds, to spokescreatures.

Perhaps we now find them more credible than spokesmen, spokeswomen or spokespersons.