Advertising in biology

Advertising in biology means the use of displays by organisms such as animals and plants to signal their presence for some evolutionary reason.

Such signalling may be honest, used to attract other organisms, as when flowers use bright colours, patterns, and scent to attract pollinators such as bees; or, again honestly, to warn off other organisms, as when distasteful animals use warning coloration to prevent attacks from potential predators. Such honest advertising benefits both the sender and the receiver.