Abstract What is so lovely about these advertisements is that each uses the well-known fable situation to work in a claim for the advertised product. So the "talkative turtle" could not sustain his flight holding on to the stick carried by the two ducks because he did not use Dentol to make his teeth strong. The tortoise was besting the hare because he took Goudron Guyot. The rat who retired from the world secure himself inside not a big wheel of cheese but a wheel of Dentol. The lamb that is...