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The
character was chosen for trust-worthiness,
sturdiness and resiliency.
An elepant is a hernivore.
It is very smart and meek. The group player
in nature it knows how to do play in a team.
The trust between customer and company is
represented by this trust in a team. The four
legs represent sturdiness and its trunk the
resiliency.
The ivory represent the defensive, yet offensive
nature. But due to concern in illegal poaching,
the picture of ivory is minimized. The character
is Indian female elephant whose small ivory
is hidden below her trunk |
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The idea
for choosing an elephant as a corporate identity
character goes back to a brainstorm session
several years ago. The Daejin Mattress is
well known for its resilience and durability
even after long period.
The marketing was focused on how to relay
this idea to customers. After numerous meetings,
we wanted to show the mattress after a largest
mammal on the earth to stomp on to convey
its unparrellel durability.
This marketing got the attention of the general
public and its truthfulness too. One broadcasting
television re-tested this elephant stomping
test.
Since no elephant was available at the time,
the truck with roughly equal in weight drove
over a mattress. The result was a coup for
Deajin.
This advertising campaign burnt into the public's
memory and an elephant was associated with
the corporate brand |
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short
explanation
any of a family (Elephantidae, the elephant
family) herbivorous mammals
detail explanation
The African elephant and the Asian elephant
are only two surviving species. An elephant
is the largest land animal with its characteristic
long snout, large head, short neck and four
thick legs to support its heavy weight..
Skin is covered with thick shaggy hair. An
upper front tooth grows to a tusk (ivory).
From physical inspection no pleura is found
and its digestive system has simply only one
stomach compared to other herbivores.
The small intestine is about 17.3m, the appendix
80cm, the large intestine 7.6m.
Compared to other herbivore, liver is relatively
small.
Snout is mostly made of muscle and functions
like a hand.
Even tiny peanut is picked up and carried
into mouth by snout. Also snout can hold as
much as 5.7 liters of water and dumps into
mouth. But a baby elephant feeds directly
with mouth from its mother.
1. Evolution
A fossil record shows a lot more species and
the surviving two species are like living
fossils. The oldest fossil record from the
Oligocene age is Moeritherium whose bone structure
shows a similar pelvic pattern with a sea
lion. Moeritherium's height is about 70 cm
and a snout is not long and its nostrils are
in the same positions as horse or cow. A second
upper incisor is longer than a canine tooth
and develops into tusk. A lower jaw shows
a same incisor. After Moeritherium, Mastodon
evolved 25 million years ago and roamed the
Africa, Eurasia and North America.
The fossil records for the ancestors of Maeritheirum,
the Palaeomastodon and Phiomia, also shows
up on the same stratum.
After Migocene(?) , the Stegodon covered the
Sotheast Asia, Japan, and Africa. This species
and Stegolophodon, which is from the same
family group as Mostodon, have a large body
and large tusk which grows life-long. Their
snouts are long and looked like a modern elephant.
Until the last great Ice Age, they evolved
into many elephant species among them the
surviving two species and well-known mammoth.
Palaeoloxodon naumanni, the same family as
the African elephant, was discovered in Japan
and shows the migration from Southeast Asia
a million years ago. Its height was from 2.5
to 3 meters, smaller than the African species
and had angled molar teeth (tusk).
2. Ecology
In forest or Savannah, one female and its
young offspring comprise the three to four
groups, which is joined by a group of males.
A whole group can be anywhere from thirty
to forty. An old male frequently lives alone.
In early morning and evening, an elephant
feeds on grass and rests under tree shadow
during day. It sleeps standing up or lies
on one side with its snout rolled in. A sentry
wakes up to keep eyes on the surrounding when
a group goes to sleep. It likes to bathe in
water and throws mud on its body to protect
itself from flies and ticks. Its eyesight
is poor but smelling and sniffing senses are
excellent. Its top speed is about fifty kilometer
per hour. It feeds on tree leaves, grass,
bamboo, fruits and other vegetables about
300 kilograms per day. It grows fully in ten
years and domiciled elephant is known to give
a birth as young as five years old. The pregnancy
period is from 21 to 22 months and it carries
one baby. Its lifespan is 60 to 70 years old.
3. Species
The living species are as following; (1) Asian
Elephant (Elephas maximus): it now lives in
India, Sri Lanka, Myanmar and Sumatra and
once covered China and Kashimir. It breaks
down into nine subspecies. Only males have
a big tusk. The Sri Lankan Shilon elephant
has very small tusks. Its body is smaller
than the African Elephant and seldom stands
higher than three meters. Females are even
smaller with height from 2.1 to 2.4 meters
and the heaviest recorded weight is eight
tons. The zoo-kept female was as heavy as
four tons
The biggest tusk recorded was 3.17 meters
with 37 kilograms. The center of head has
a sizable depression and its trunk (nose,
snout) has only one protrusion. Sometimes
a white elephant is born due to albinism and
revered as the manifestation of gods. These
are Indian Elephant (E. m. bengalensis), Shilon
Elephant (E. m. maximus), Malay Elephant (E.
m. hirsutus), Smatra Elephant (E. m. sumatramus)
and more. The well-known Asian Elephant is
a subspecies called Shilon Elphant and its
population is in decline. It is protected
as endangered species internationally from
1965. (2) The African Elephant (Loxodonta
africana) lives in the entire region of sub-Sahara.
They are seven subspecies but there is little
information on Round Ear Elephant (L. a. cyclalis)
whose habitat is near the Equatorial Line.
Both males and females have the big tusk as
long as 3.48 meters. The males' height reaches
over 3.5 meters and weigh more than 6.5 tons.
The females are little smaller. Their ears
are bigger than the Asian Elephant's and two
protrusions at the end of snouts. Due to extensively
poaching for their tusk (ivory), the population
dwindled .
(Source: DooSan World
Encylopedia: EnCyber) |
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