Editing Proverb (section)

===In advertising===
[[File:Glass half full kind of day.JPG|left|thumb|''Anti-proverb'' used in [[advertising]]]]
Proverbs are frequently used in advertising, often in slightly modified form.<ref>Wolfgang Mieder and Barbara Mieder. 1977. Tradition and innovation: Proverbs in advertising. ''Journal of Popular Culture'' 11: 308–319.</ref><ref>Stephen Winick. 2011. Fall into the (intertextual) gap: Proverbs, advertisements, and intertextual strategies. ''Proverbium'' 28:339–380.</ref><ref>Patricia Anne Audber de Baubeta. 2000. Bread, the staff of advertising. ''Paremia'' 9: 103–110. [http://www.paremia.org/wp-content/uploads/P9-12.pdf Online] {{Webarchive |url= https://web.archive.org/web/20150904011854/http://www.paremia.org/wp-content/uploads/P9-12.pdf |date=2015-09-04}}</ref>
Ford once advertised its Thunderbird with, "One drive is worth a thousand words" (Mieder 2004b: 84). This is doubly interesting since the underlying proverb behind this, "One picture is worth a thousand words," was originally introduced into the English proverb repertoire in an ad for televisions (Mieder 2004b: 83).

A few of the many proverbs adapted and used in advertising include:
* "Live by the sauce, dine by the sauce" ([[Buffalo Wild Wings]])
* "At D & D Dogs, you can teach an old dog new tricks" (D & D Dogs)
* "If at first you don't succeed, you're using the wrong equipment" ([[John Deere]])
* "A pfennig saved is a pfennig earned." ([[Volkswagen]])
* "Not only absence makes the heart grow fonder." ([[Godiva Chocolatier]])
* "Where Hogs fly" ([[Grand Prairie AirHogs]]) baseball team
* "Waste not. Read a lot." ([[Half Price Books]])

The [[GEICO]] company has created a series of television ads that are built around proverbs, such as "A bird in the hand is worth two in the bush",<ref>{{cite web |url= https://www.youtube.com/watch?v=mScDoJ2wnug |archive-url= https://web.archive.org/web/20130727010215/http://www.youtube.com/watch?v=mScDoJ2wnug |archive-date=2013-07-27 |url-status=dead |title=GEICO Commercial – Bird in Hand |publisher=YouTube |date=2010-08-13 |access-date=2011-11-09}}</ref> and "The pen is mightier than the sword",<ref>{{cite web |url= https://www.youtube.com/watch?v=IcZd-ql7t1I |archive-url= https://web.archive.org/web/20110407012901/http://www.youtube.com/watch?v=IcZd-ql7t1I |archive-date=2011-04-07 |url-status=dead|title=Is the Pen Mightier? – GEICO Commercial |publisher=YouTube |access-date=2011-11-09}}</ref> "Pigs may fly/[[Flying pig|When pigs fly]]",<ref>{{cite web|url= https://www.youtube.com/watch?v=o-r4Z1K_LDc |archive-url= https://web.archive.org/web/20121219230903/http://www.youtube.com/watch?v=o-r4Z1K_LDc&gl=US&hl=en |archive-date=2012-12-19 |url-status=dead|title=When pigs fly |publisher=Youtube.com |date=2012-12-18 |access-date=2013-08-30}}</ref> "If a tree falls in the forest...",<ref>{{cite web |url= https://www.youtube.com/watch?v=6pW2bE61Z9U |archive-url= https://web.archive.org/web/20130923224000/http://www.youtube.com/watch?v=6pW2bE61Z9U&gl=US&hl=en |archive-date=2013-09-23 |url-status=dead|title=YouTube|website=www.youtube.com}}</ref> and "Words can never hurt you".<ref>{{cite web |url= https://www.youtube.com/watch?v=kCysb4_-4jU |archive-url= https://web.archive.org/web/20140705130451/https://www.youtube.com/watch?v=kCysb4_-4jU |archive-date=2014-07-05 |url-status=dead|title=YouTube|website=www.youtube.com}}</ref>  Doritos made a commercial based on the proverb, "When pigs fly."<ref>{{cite web|url= https://www.youtube.com/watch?v=YQo0TfuueaY |archive-url= https://ghostarchive.org/varchive/youtube/20211111/YQo0TfuueaY |archive-date=2021-11-11 |url-status=live |title=When Pigs Fly – Doritos Crash the Super Bowl 2015 Winter Official [sic] |last=Nelson Talbot |date=9 November 2014 |via=YouTube}}{{cbignore}}</ref> Many advertisements that use proverbs shorten or amend them, such as, "Think outside the shoebox."
Use of proverbs in advertising is not limited to the English language. Seda Başer Çoban has studied the use of proverbs in Turkish advertising.<ref>Seda Başer Çoban. 2010. Sözlü Gelenekten Sözün. Geleneksizliğine: Atasözü Ve Reklam [From Oral Tradition to the Traditionless of Speech: Proverb and Advertisement]. ''Millî Folklor''. pp. 22–27.</ref> Tatira has given a number of examples of proverbs used in advertising in Zimbabwe.<ref>Liveson Tatira. 2001. Proverbs in Zimbabwean advertisements. ''Journal of Folklore Research'' 38.3: 229–241.</ref> However, unlike the examples given above in English, all of which are anti-proverbs, Tatira's examples are standard proverbs. Where the English proverbs above are meant to make a potential customer smile, in one of the Zimbabwean examples "both the content of the proverb and the fact that it is phrased as a proverb secure the idea of a secure time-honored relationship between the company and the individuals". When newer buses were imported, owners of older buses compensated by painting a traditional proverb on the sides of their buses, "Going fast does not assure safe arrival".<ref>p. 233. Liveson Tatira. 2001. Proverbs in Zimbabwean advertisements. ''Journal of Folklore Research'' 38.3: 229–241.</ref>